CCO: Gustavo Sarkis
ECD: Verónica Elizondo
AD: Vini Sousa
Copy: Laly Boiso
AWARDS: OJO DE IBEROAMÉRICA SILVER 2022 ONE SHOW Merit Craft 2022 ONE SHOW Shortlist Music SHOTS Awards- Animation Shortlist
The Challenge
The holiday season is one of Toyota‘s biggest sales events of the year.
So, Toyota asked us to develop a campaign to help them connect with US Hispanics and increase consideration 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, and Hispanics living in the US still 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, that 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 into her Tacoma and drives around town, letting them out and spreading the joy in a flurry of colors that light up the night sky.
‘Starlight” is the original music of the spot, produced by Pickle Music and composed by Robert DiPietro.
On social media, we created digital “joy jars” that people could use to share the 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
This ended up being the most shared campaign ever on Toyota Latino’s social channels, establishing a deeper connection with our audience by making a difference to the Hispanic community during the holidays.
Plus, the TV spot was awarded with a One Show for Craft award, and a Gold Ojo de Iberoamérica.