CCO: Gustavo Sarkis
ECD: Verónica Elizondo
AD: Vini Sousa
Copy: Laly Boiso
AWARDS:
OJO DE IBEROAMÉRICA SILVER 2022
ONE SHOW Merit Craft 2022
CANNES Shortlist Original Music
SHOTS Awards- Animation Shortlist
The Challenge
The holiday season is one of Toyota‘s most significant sales events of the year.
So, they asked us to develop a campaign to help them connect and increase consideration among US Hispanics for the brand, but most importantly, to send a message of hope and joy to lift their spirits.
The Background
By the end of 2021, we were into the second year of the pandemic. Hispanics living in the US were the hardest hit, as most remained on the front lines while bottling up their feelings.
So, we wanted to tell them that keeping social distance from their loved ones and everyone else didn’t mean they had to keep an emotional distance too.
How we did it
We created an animated spot that told the story of a shy young Latina girl, Nora, who bottled up her emotions and had the magical ability to capture them in mason jars. On Christmas Eve, she loads all the feelings she has kept locked in her Tacoma and drives around town, letting them out and spreading the joy in a flurry of colors that light up the night sky.
On social media, we created digital “joy jars” that people could use to share joy with loved ones. With the “plus” that for each “joy jar” shared, Toyota made a donation to the Hispanic Scholarship Fund.
Nora herself appeared on a TV show segment in one of the biggest Hispanic networks and invited people to share a “joy jar.”
Results
The campaign ultimately became the most shared on Toyota Latino’s social channels, establishing a deeper connection with our audience by making a positive impact on the Hispanic community during the holidays.
Additionally, the TV spot was awarded a One Show for Craft award and a Gold Ojo de Iberoamérica. And the original music theme, “Starlight,” that we created alongside Pickle Music, was shortlisted at Cannes.