Everyone knows Toyota builds great vehicles. But what many people don’t know is that Toyota builds them right here in America, with the help of hardworking people from places like Georgetown, Kentucky, Princeton, Indiana and Ann Arbor, Michigan. Dentsu set out to celebrate these people – the thousands of team members who not only help build Toyota’s amazing product, but its incredible reputation as well. To that end, we created a fully integrated campaign with print, TV, digital and PR components and placed Toyota’s people at the heart of all of them.
To visually and conceptually tie different components together, we repurposed a simple fuel gauge graphic and used it as our icon in all mediums. Each piece of the campaign then metaphorically filled that gauge with the values espoused by Toyota’s people: community, potential and, most importantly, pride in their work and their company.
