Awaken the Beasts
9. Craft Kancils [9.13a Art Direction: Single]

Links:
Product/Service:
2023 GR Series
Client:
Toyota
Brief:
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 noise without the buzz.
Solution:
Call it an instinct or an insight but when you get behind the wheel of one of these monsters, an uncontrollable rush awakens within you. As it takes over, there's only one way to drive the car like a BEAST. We created a visually-arresting identity by mixing two unlikely candidates - Manga and live action. We drew inspiration from the brand's racing roots in Japan knowing well its popularity would stop thumbs, in reality & on social media. This campaign also led to a film and an activation. And the results were not surprising: Awaken the Beasts increased talkability with a +21k% surge on GR brand's presence when indexed to previous years.


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