TOYOTA
HOLIDAY TOYOTATHON
THE HOLIDAY SPIRIT
ONCE UPON A TIME…
Deployed in four markets; the Toyota focused on Toyothan and celebration of the holiday spirit, the Pop-Up display that created the mainfestion of the Toyothon feeling into a brand experience focusing on creating the excitement of the holiday. Designed to transition to the next themed Pop-Up experience, Let’s Go Places.
Highlighting the breath of Toyota’s offerings and regional intensives the space took the consumer on a winter wonderland adventure hosted by Jan and Mariela. The Consumer travels to vignettes and experiences Jan and Mariela’s winter adventure as they venture to the North Pole.
CONCENTRATED COMPELLING NARRATIVES
Focused on concentrated story telling-one story at a time-creating a true destination that is an extension of the brand. True extensions of the advertising campaigns realized in dynamic environments with focused activations, brand story narratives, and influencer involvement that drive brand recognition; that ultimately drive sales.
A natural evolution of what auto shows do- with strategic story telling approach one story at a time with extensions that support the narrative.
THE CHALLENGE
Communicate Toyota’s brand and product offering and allow for brand interaction. Control narrative with digestible stories that are easy to understand and that are impactful.
Tie to Toyothan by extending the expression from campaign to environmental application.
THE OPPORTUNITY
Communicate Toyota’s brand essence in a way that it has never been done before.
Communicate we are the human movement company with exciting products and services, with an unmatched commitment to quality, mobility and innovation.
ALIGNMENT TO THE BRAND PILLARS AND BRAND EXPRESSION
INSPIRATION
TOYOTATHON
The manifestation of the Toyotahan feeling into a brand experience, focusing on creating the excitement of the holiday.
IDEATION
VEHICLE STORIES
Aligning to the Vehicle’s Personality
Vehicle stories and highlights that support the personality of the vehicle to create a memorable experience, with easy to understand call outs and fun attributes will align with the marketing campaigns.
Each vignette focuses on highlighting the fun adventure that Jan and Mariela will embark on as they travel to the North Pole.
Nutcracker Forest
Yeti Snow-Covered Mountains
Candy Cane Lane
Northpole
KINETIC BRAND IDENTITY
Color, Conceptual Development on Naming Convention, Shape and Form, Patterning
MIAMI
NEW YORK
CHICAGO
SANTA MONICA
DEPLOYMENT 2.0
Designed with the turn over in mind- Winter Wonderland becomes Toyota’s Let’s Go Places focused with branded and lifestyle focused elements, highlighting each vehicles’s personality. The space also focused on the 2020 Olympic and Paralympic Team Toyota Team.
Highlighting a breath of Toyota’s offerings and regional incentives, the space took the consumer on a adventure that also features local destinations for exploration in your Toyota.
CREATIVE DIRECTION, and LEAD DESIGNER: Cassie Clark
GRAPHIC DESIGN LEAD: Annie Hickling, Brendan Dooley, Cassie Clark
3D DESIGNERS: Melanie Milan, CJ Weld, Jon DeGorsky