Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

The&Partnership and Toyota Urge European Drivers to Live Spontaneously

Campaign asks customers across Europe to live spontaneously and seek out the unpredictable with the Toyota AYGO

The&Partnership and Toyota Urge European Drivers to Live Spontaneously

The&Partnership will this week launch a pan-European communications platform for the brand-new Toyota AYGO, daring consumers across 17 markets to pick up their car keys and ‘JUST GO’.

In a responsive campaign spanning 15 markets, ‘JUST GO’ urges customers to seek out the unpredictable and live more spontaneously every day – using addressable media, tailored communications and personalised content to communicate how, with the Toyota AYGO, adventure awaits for all age groups – from the young and single to experienced mid-lifers.

Marking the only new Toyota model launch in 2018, the campaign celebrates the optimism and joy of the AYGO – a small car with a big personality – and marks a step-change in positioning for the AYGO, shifting the focus from irreverent city driving to its more meaningful role as the perfect partner for a spontaneous life.

The platform is designed to respond to consumers’ unique car buying needs and motivations – from in-car connectivity, the one-touch ignition button and great fuel efficiency – with contextually relevant dynamic creative ads.

It focuses on short form content and tailored executions designed to target a broad demographic across all channels – from 15” personalised assets on Instagram and Snapchat to print, digital out-of-home and TV executions.

In a smart, responsive media strategy powered by [m]Platform, the campaign will draw on real-time audience data and smart digital creative optimisation (DCO) technology to assemble assets on the fly, targeting customers with personalised messages and content that will resonate based on their digital footprints.

Phil Beaumont, Creative Director at The&Partnership, said: “We wanted the work to embody the spontaneity of its JUST GO message. Embracing short-form content that challenges people to think less, do more, just act. Because not knowing what is around the corner is far more exciting than knowing what is.”  

Dario Giustini, Marketing & Communications Senior Manager at Toyota Europe, said: “AYGO already has a great base of loyal consumers, who look to the car as their agile, nimble way to get around the city. We wanted to build on that, showcasing the countless possibilities at the wheels of every AYGO driver, at the same time as highlighting the great tech the model includes.”

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Advertiser: Toyota Motor Europe

Business Director: Nilesha Chauvet

Creative Agency

Creative Agency: The&Partnership

Producer: Louisa Meecham

Executive Creative Director: Andre Moreira

Planners: Simon Ringshall, Hannah Fisher

Head of Art: Dan Beckett

Voice over artist: Joel Fry

Creative team: Braulio Kuwabara, Fabio Abram

Creative director: Phil Beaumont

Account manager: Faye Gunter

Media Agency

Media Agency: The&Partnership

Senior Digital Planner: Dylan Mouratsing

Media Planner: Dan Whitmarsh

Media Director: Digital Media Lead: Ewa Zawol

Production Company

Production Company: Somesuch

Executive Producer: Tash Tan

Director: George Belfield

DOP: Mauro Chiarello

Producer: Scott O’Donnell, Idoia Sanchez

Production Assistants: Dale Chapman

Production Service

Production Service Company: Story Productions, Barcelona

Offline

Edit Company: Trim Editors

Editor: Thomas Carter

Producer: Polly Kemp

Post Production / VFX

Post Production Company: Big Buoy

Colourist: Mark Horrobin

Producer: David Keegan

VFX: Recom Farmhouse

Audio Post Production: Soundtree

Music

Music Company: Soho Music