In Australia, Isuzu is the “go your own way car”. But in the UK that line and the freedom to express yourself “however” has been claimed by Toyota Aygo.
And you can bet that no one ever expected Toyota to be the go your own way car like this:
The 2018 Toyota Aygo campaign by The&Partnership breathes new life into car small city advertising and builds on Aygo’s long-running tagline, Go Fun Yourself. As a bonus, it’s sure to be a talking point.
The idea was to collaborate with four renowned UK drag artists – the ultimate masters of self-expression – giving them carte blanche to make their own advert for the Toyota Aygo.
Each of the campaign stars Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black was chosen for their commitment to true self-expression and living entirely their own way. Stella Meltdown outlines hers in the launch content, a two-and-half minute documentary-style story about her work and the development of her ad. The other draw queens’ films will follow.
Dom Gettins, Creative Director – Team Toyota at The&Partnership, commented, “This was a very different campaign to work on – Liquorice, Stella, Le Fil and Alfie Ordinary are true creatives in their own right, and collaborating with them to bring the cheeky personality of AYGO to life has created four unique pieces of work, each with its own flavour and personality. It’s been an interesting and rewarding process, and we hope the result resonates across the UK as a fun, playful collaboration with four talented artists, a great director in Ben and an equally imaginative brand in Toyota.”
Three of the drag queens worked with awarded fashion photographer, Kristian Schuller, to create their individual poster campaigns, with an art installation to follow over the coming weeks.
Liquorice Black from Manchester is a sultry movie star from the 1920s, who performs exclusively in black and white. Stella Meltdown creates a media meltdown for the camera, inspired by the iconic It Girls of the nineties and noughties. Le Fil is a multidisciplinary artist who explores sculpture, music and dance and Alfie Ordinary brings her utopian blend of smiles, sunshine and glitter.
The campaign will be activated on social media, digital display and VOD as well as out-of-home, and the documentary-style film series.
The films were directed by Ben Addelman, whose work has been screened at Sundance, Edinburgh and Durban Film Festivals. They will run across digital and social to offer insight into the acts of the four drag queens, what motivates them as performers, and why it is important to each of them to live life in their own way.
“I think I would go crazy if I couldn’t let rip sometimes!” Stella Meltdown explains in hers.
The&Partnership enlisted the help of casting team, Deborah Burley and Joshua Kerr, in their search for the perfect UK drag artists for the campaign.
The media strategy for AYGO revolves around using high impact media to drive fame, combined with a data-led approach focused on reaching our core audience of 18-34 women. Digital outdoor is being used to launch the campaign and drive awareness across Aygo’s target audience in city centres and shopping malls. Online video, social and display will provide the sustain element of the campaign, combining sequential, cross-device video targeting and interactive formats to grab attention.
Emma Lane, manager, brand awareness at Toyota, noted, “We love this campaign – it’s colourful, vibrant and the expressive nature of each of the four artists’ work beautifully captures the playful spirit behind Aygo.”
The&Partnership was appointed in November 2016 to consolidate Toyota’s pan-European creative, content, digital and media planning and buying business. It opened 16 new offices across 15 countries in Europe in April 2017, to support both Toyota and its luxury marque Lexus across Europe – bringing together all marketing disciplines to work closely alongside the client’s local marketing teams, and reporting back to The&Partnership’s headquarters in London.
Executive Creative Director: Andre Moreira
Creative Director: Dominic Gettins
Creatives: Dani Asensio (AD) and Tom Sillars (CW)
Planner: Alex Fennemore
Executive Producer: James Miller
Producer: Ollie Creamer
Business Director: Rob Crilley
Account Director: Phil Rowland
Account Manager: Mike Vinall
Director: Ben Addelman
Photographer & Director of Photography: Kristian Schuller
Editing, Post-Production & Visual FX: Aindreas O’Gallchoir
Editor, Producer & VFX Supervisor: Kayleigh Macdonald
Audio: Grand Central Recording Studio
Music Company: Various
Media Agency: The&Partnership
Media Planners: Paddy Williamson & Sophie Fyles
Social Media Agency: The&Partnership
Social Media Planner: Segun Ogunsheye