The Big Idea for AYGO (Toyotas small funky city car for Europes trendy youth) stemmed from an insight into our twenty-something target audience. They were the I can generation: people who wanted to go out and make things happen - people who collected experiences and valued them as status symbols above everything. Do something memorable acted as a rallying cry and positioned the AYGO as the perfect car to enable them to do more. It celebrated their individuality and successfully launched Toyota to a new generation of buyers.
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