Toyota GR - Awaken the Beasts

Our mission was simple: To get all eyes on Toyota’s 2023 GR Series launch, and build a brand platform that can create all the buzz without the noise. We noticed that over 48% of Malaysians loved Anime & Manga. With entertainment at the forefront, ‘Awaken the Beasts’ is a one-minute blockbuster that fuses Anime and live action, weaved together by a MacGuffin trope. No big reveal. And no clichéd plot twists. The result is an action-packed, high-adrenaline chase sequence where a mysterious suitcase is taken from one point A to B by our protagonist. She switches from one GR car to another, as the driver brings out the beast within and avoids unforeseen obstacles. The crowd went nuts as the film became the most-watched content for Toyota Malaysia in recent years. 'Toyota GR' as a brand was searched, mentioned, liked and viewed over 130 Million times on TikTok. The film alone got +20 Million views across other social platforms including Facebook, Instagram and more, and evoked the wittiest responses from people. Prime DOOH media spaces played mini-trailers to direct the audience online. Now, see for yourself on TikTok and more: #TOYOTAGR #TOYOTAWAKENTHEBEASTS