Toyota AYGO: Go Your Own Way

Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.

Campaign details

Brand: Toyota Client: Toyota Motor Corporation Agency: The&Partnership

Executive Summary

This paper contains drag queens. But it's not about brand purpose or diversity. It is about brand distinctiveness; casting off longstanding category clichés; and embracing an idea we knew would divide opinion.

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