Cannes Lions

TOYOTA

DENTSU, Tokyo / TOYOTA / 2008

Film
Film

Overview

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Credits

Overview

Description

The campaign goal was to establish a deep engagement with the product for targeting men in their 40s and 50s, with an emotionally-appealing communication.Our solution was to create an original story to reach the “Real Self” that the targeted male remained at heart but didn’t reveal most of the time, instead of appealing to superficial occasion for vehicle use by repositioning it to the car to relax just for them.

Together with Kenshi Hirokane, the most popular ”Neo-Manga” artist, we developed an “unpredictable” storytelling campaign driven by an “unpredictable” media development that would allow a proactive and continuous involvement with those targets.

Execution

“Mark X Zio” website product page, an essential resource for prospective consumers to get information, was the architectonic center of this campaign. The site included the key story visual and gradually unfolded the entire story by intrigue. As the story developed, some different versions of subsidiary stories were delivered, in the form of a serialized novel in the papers, magazine cartoons, radio stories, so that targets could “drive” around the media and return to the campaign site.To entertain and further engage many targets, the story evolved into a TV program and serialized in a one million circulation neo-manga magazine.

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