Defy Expectations
9. Craft Kancils [9.1a Film Direction: Single]
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Product/Service:
Automobile
Client:
UMW Toyota Motor Sdn Bhd
Brief:
The Toyota Vios has long been considered the frugal and dependable car. However, the brand was facing pressure from the more affordable national car brands while the in the non-national car segment, Honda was gaining traction as a symbol of success ('œlambang H, lambang kejayaan Melayu'). The Vios needed to reinvent its itself as a premium B-segment sedan.
Enter the 2023 Toyota Vios. Completely redesigned from the ground-up, the all-new Vios redefines its purpose beyond utility, defying what everyone think a Vios should be. With all-new design, all-encompassing features and functions, for an all-new driving experience.
Solution:
The 2023 model is a new generation car. It's like the second coming of the Vios in a very different B-segment automotive category. The launch was a 10-year anticipation of delivering the best one yet. So, we had the advantage to rewrite the Vios story from being a practical and dependable product to being a brand that goes beyond its predisposed stereotypes and perceptions.
Hence our big idea: DEFY EXPECTATIONS. Rooted in the concept of breaking away from the conventional treatment and storyline in the automotive category that usually focuses on the car, not the person. Our inspiration came from the current counter-culture sentiments about life. That life journeys no longer follow a linear, chronological path.
