Toyota Design & Branding FACES by Dentsu Latin America Sao Paulo


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Industry Cars
Media Design & Branding
Market Brazil
Agency Dentsu Latin America Sao Paulo
Art Director Caique Mazanek
Copywriter Antero Neto
Producer Ricardo Walter Lopez
Released April 2012

Credits & Description

Category: Posters
Product/Service: HILUX PICK UP
Creative Vice President: Felipe Cama (Dentsu Brasil)
Art Director: Caique Mazanek (Dentsu Brasil)
Copywriter: Antero Neto (Dentsu Brasil)
Art Buyer: Ana Luiza Rodrigues (Dentsu Brasil)
Producer: Ricardo Lopez (Dentsu Brasil)
Media placement: Poster - Toyota Dealers - april 2nd, 2012

Describe the brief from the client
Communicate the main New Hilux feature: the integrated navigation system.

Describe the challenges and key objectives
The challenge was to communicate the integrated navigation system in an emotional way, valuing the experiences in the consumer's life based on the product.

Describe how you arrived at the final design
The first thing we developed was the concept. From there, we studied the best way to fuse the consumer with the feature, in the name of the experience. So we sought images of places and people to portray, as we always take something from the places we visit.

Give some indication of how successful the outcome was in the market
The amount of people interested in the Hilux with the integrated navigation system increased 17%.