“YO”

We needed to create a brand campaign for Toyota to show how Latinos in the in the U.S. make Toyota vehicles an integral part of their lives.

We discovered something special, within the word “TOYOTA” there is a “YO”, which means “I” in Spanish. This lead us to an observation: There’s no Toyota without a “yo”. Sin YO, no hay TOYOTA.

We launched a campaign with a series of digital videos supported by a social media extension where we introduced a unique set of stickers where each “YO” represented different Latino affinities. People could order these stickers through a dedicated website and the demand was so high that we quickly ran out. Online users began creating their own user generated content further amplifying the campaign’s reach.