Pushing Creative Boundaries for a Fantastic Initiative.
The Toyota Music 2017 Campaign is Toyota’s opportunity to push their creative boundaries. Under this banner, they are constantly experimenting with different looks, pushing them out to their social channels at a constant rate. It’s an initiative we’re well familiar with, and one we’ve always respected Toyota for pioneering. Not only does it give unknown artists a chance to break through – but it also gives Toyota a forum to experiment.
We’ve seen consistent success with pushing the creative boundaries of Toyota’s brand with the collaboration and guidance of the amazing team at Saatchi. Sometimes this manifests itself in an all-illustrated campaign, sometimes this sees us adopting a stop motion look and feel to help them brand their various initiatives.
With Toyota Music, we once again brought our creative thinking and collaborative spirit to the table and together, we created an iconic series of spots and social posts that push Toyota Music to the next level of execution.
We built entire worlds, each with their own musical logic to weave different narratives and focus on specific Toyota models.
A Campaign Across All Platforms.
Like many initiatives we work on, Toyota Music was a creative effort across all platforms. Its initial run of 15-second videos were used across the web to promote Toyota Music and to call attention to the artists within each spot.
We paralleled by developing social content for Instagram and Snapchat, creating custom-rendered spots for each format. Additionally, we used the same creative assets to craft a custom banner campaign for each model that not only led the charge for Toyota Music, but also called attention to the indie artists behind the spots.
Creative campaigns like Toyota Music benefit from a collaborative environment where every crazy idea is valued, and in this case, made real.
Realistic Cars, Fantastic Musical Landscapes.
As with any commercial spot for a major automotive brand: The cars are the hero. They are held with a certain amount of reverence, and have to follow a strict set of rules. We couldn’t break them, or make them do fantastic things. It’s understandable. The figurative gloves came off when it came to ideating what the environments could be. It’s in those landscapes that we embedded musical metaphors, tailored to the indie tracks the spots were featuring.
From a desert landscape of ’50s pop-up diners and vacant gas stations along Route 66, to a seaside lagoon filled with inner-tubing vacationers relaxing along a lazy musical river, the level of colorful characters and wild thinking was on another level.
Working with Saatchi and the trusting relationship we have with Toyota, we were able to create a whimsical campaign for one of Toyota’s most creative brands worthy of being framed on the wall of our greatest hits.