Toyota Canada

Toyota Canada
Global Launch: Yaris

Toyota chose Canada to serve
as global launching pad for the Yaris: a subcompact designed to signal the reinvention of the parent brand (this happened well before their recall crisis). The agency of record went for broke with an extremely lateral multimedia campaign – enlisting Body English to contribute a refreshing spin on auto-pilot collateral copy.

excreptclick here for text excerpt

Extreme by design

Not just another car, Yaris is the first full expression of a design evolution at Toyota – based on a concept we call ‘Vibrant Clarity’. It means that every Toyota from now on will truly push the frontiers in terms of design and performance. “Vibrant” stands for innovation and energy; ‘Clarity’ refers to the rational side of the design equation. This new direction for Toyota finds its roots in Japanese culture – the balance between ancient wisdom and modern technology – something we refer to as the J-Factor. But you can call it Yaris – for short.