With a fresh campaign look, Toyota's new agency The&Partnership made a big splash this Fall with "Style Selection by Toyota". Toyota Germany would like to change how the brand is perceived by selected target groups and emotionalize the Toyota brand. The idea is for the Style Selection equipment line to have an image and brand building effect across several models and underscore the brand values 'modern portfolio' and 'excellent craftsmanship'. These vehicles were staged by fashion photographer Henrik BÜLOW with modern flair: AYGO, YARIS, C-HR, AURIS and RAV4.
The focus was on the 52-page Style Selection magazine, BOLD. Henrik BÜLOW had complete creative freedom to stage the brand and the models differently and thus avoid traditional advertising imagery. Playing a main role for the production is the metropolis Berlin which served as the backdrop for the 10-day photo shoot. Responsible were Niels Klamma (Manager Marketing Communication) & Mareike Felten, and from the agency The&Partnership, René Hanke and Torsten Rüther (Creation), Regine Schreiber, Marc Schnitzler (Consulting), Thomas Wischnewski (Production). Accompanied by a banner campaign which leads to the Style Selection landing page, 12-page supplements in lifestyle media and automotive magazines make the media mix complete.
