H/L and Northern California Toyota Dealers Association Win Big at 2024 Global Automotive Marketing Awards

H/L has announced its campaign for the Northern California Toyota Dealers Association, 'Take It On,' has been named Best Sales Event: Regional/Local at the 2024 Global Automotive Marketing Awards, presented by Ad Age and Automotive News. The campaign, which ran throughout the winter season, embraced the region’s love for adventure, pairing the all-weather reliability of Toyota vehicles with the exhilarating winter lifestyle that defines Northern California. Featuring Olympic gold medallist and local hero Jonny Moseley, the campaign captured the thrill of winter travel, spotlighting Toyota models championing snowy mountain roads alongside Moseley’s dynamic runs down the slopes.

The campaign’s innovative approach spanned TV, radio, digital, and social platforms, targeting winter enthusiasts and potential car buyers with creative content rooted in the region’s identity. Set against the iconic Palisades Tahoe resort, 'Take It On' generated significant impact, with over 54 million impressions and strong engagement metrics driving traffic to a dedicated landing page. By weaving Toyota’s dependable performance with the seasonal excitement of Northern California, H/L demonstrated the power of hyper-localised storytelling to drive results. This recognition solidifies H/L’s reputation for delivering campaigns that resonate with audiences while elevating brand narratives.

Check out the work here and here. 

The Global Automotive Marketing Awards celebrates the finest advertising, marketing, promotion, and communication campaigns in the automotive industry.