Cannes Lions

Mars

SWEETSHOP, Auckland / TOYOTA / 2023

Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Toyota New Zealand has dominated NZ’s vehicle category in many measures from brand love to sales figures for more than four decades. Over that time it has refreshed it’s brand positioning about every 10 years. We were tasked with doing so again, this time with technology, innovation and sustainability as key themes – not what Toyota has be traditionally renown for in NZ. A consideration for a new platform was to adopt the positioning line used in the US, Let’s Go Places. This is what was ultimately decided on. Our objective was to give meaning to it in a distinctly New Zealand way. The launch idea was to tell three charming New Zealand centric stories – something Toyota is famous for – to speak to Toyota NZ’s innovation and ambitions for future New Zealand.

Execution

These spots were all shot on location - no green screen here. The Director has artfully blocked some authentically humorous bites into a visually spectacular piece. The ebb and flow of dialogue and character interaction makes clear that the casting was done with great thought.

Similar Campaigns

12 items

Shortlisted Cannes Lions
TRY MY HYBRID

SAATCHI & SAATCHI, Oslo

TRY MY HYBRID

2014, TOYOTA

(opens in a new tab)