Consumers' perceptions of Camry being reliable but uninspiring was overshadowing its reality. Our task was to get consumers to re-evaluate this long-held perception and view Camry in a new light. By going right back to the passion and inspiration that Toyota designers and engineers put into even the tiniest, most seemingly insignificant parts, we uncovered a keen insight we could share with consumers: Camry wasn’t just a pretty piece of sheet metal with a couple of nice features, but the culmination of thousands of bits of brilliant thinking; a car that’s Every Bit Brilliant.