Toyota unveiled a newly redesigned Toyota Avalon and we were tasked to find and celebrate a connection between 40+ year old African American consumers and the car. In our exploration we realized it wasn’t really the same car as it used to be. While it was always luxurious, this new model had sportier features and less conservative styling. That told us this was no longer a car for grandpa, but it was for those who can afford luxury but don’t want to let go of living life to the fullest and embracing the uncharted.
We created an interactive digital experience where visitors navigate a secret agent getaway storyline via interaction points I strategically placed throughout the plot to highlight the impressive shiny new features of the Toyota Avalon. Visitors choose their own adventure through a series of videos where the can use the features of the Avalon to escape the bad guys (in this case, Martin Kove from “Cobra Kai”!) all while getting sucked into the fun of the Toyota Avalon.
I worked on various digital creative for the 2013 Toyota Avalon “Only The Name Remains” campaign featuring Idris Elba (The Wire, The Office, Luther), for which the website received the Favourite Website Awards’ (FWA) “Site Of The Day” award. The campaign was also mentioned in AdWeek’s Top Ads of the Week.