Minority > Majority

Latinos stand out in everything they do, embracing their minority status and celebrating their uniqueness. For this 360 campaign we started with a manifesto that highlights how you stand out by being yourself, and driving a Corolla Hatchback.

We partnered with an emerging Latin artist who created an original song for our TV spot. The track was launched on Spotify and became so popular that we extended this to social media taking the artist to perform in music festivals and even record a video that we launched at an award show.