A decrease of the interest to the automobile in the younger generation has been a problem for TOYOTA to face and resolve for a long time. To approach the younger generation, so-called gen-Z, who have interest to neither the Toyota brand nor automobile, we planned to utilize street culture, which is one of the most relevant cultures to gen-Zs all over the world. Then the Universal Street Games, global digital competition for a street musician, street dancer, and street sports performer gave its birth. The audience could participate in the campaign by entering as a performer or a voter who decide who is the coolest performer among the entered performers. After the online voting process, 9 finalists - 3 from each category - was selected and they headed to the USA to show their performance at the final stage, took place at X Games Minneapolis 2018.

The campaign period was phased into 5:

Phase 1, Apr 2 - Apr 30: Performer entry and first-round vote,

Phase 2, May 1 - 15: second-round vote

Phase 3, June 1 - Jul 14: Finalists revealed

Phase 4, Jul 15 - 21: USA road trip

Phase 5, Jul 22: The final stage at X Games.

In Phase 1, performers are encouraged to upload their performance videos and call their friends to vote. In the end, there were 1161 entries and 282 was actually approved and uploaded to the website.

In Phase 2, performers were elaborated to top 10 from each music, dance, sports category.

In Phase 3, 9 finalists were revealed.

In Phase 4, 9 finalists and 3 lucky voters traveled in LA to get inspirations for their performance and practiced.

In Phase 5, 9 finalists performed their final performance and one integrated performance by all 9 together.