Toyota / MTV: Celebrate The universal language of music

Toyota, an automotive manufacturer, launched a national campaign in the US to boost brand affinity and purchase consideration among millennial and gen-z consumers.

Campaign details

Brand: ToyotaAgency: Viacom Velocity

Campaign Summary

As a result of the global health crisis and the fight against racial inequality, 2020 marked a year characterized by unprecedented levels of isolation and division that deepened across physical and political lines. Velocity recognized an opportunity for Toyota to help change the narrative by serving as the vehicle -- both literally and figuratively -- to inspire hope and resilience at a time it was needed most. Leveraging the cultural impact of the VMAs, Velocity architected a multi-platform campaign that championed music as a unifying force powerful enough to...

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