Toyota Yaris: How the new Toyota Yaris turned conventions on their head

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

Executive Summary

For the most important launch in Toyota's history, we 'flipped' everything.

Not because we wanted to, but because we had to.

The Yaris is Toyota's best selling model in Europe. So when you release its next generation, the first in seven years, getting it wrong is not an option.