Toyota Trucks
To launch Toyota's new family of pickup trucks, we looked to past generations for inspiration. This campaign was inspired by real letters from earlier generations of immigrants who shared their experiences of arriving in a new and unknown country. They faced many challenges, but showed incredible strength and endurance, never giving up.
We want to inspire new generations to recognize the difficult times, to look at the rough roads and still think “I can do it” and never give up.
We want to inspire new generations to recognize the difficult times, to look at the rough roads and still think “I can do it” and never give up.
The Josés Expedition - Social
Three Josés and three Toyota trucks: That's the beginning of “The Josés Expedition”, an expedition inspired by Latin families who always like to keep their names in all generations, making a grandfather, a father and a grandson carry the same name, José.
Together this family will embark on Toyota's new family of trucks to answer one question: Besides carrying the same name, does the new generation carry the same strength and toughness, or is it softer?
Together this family will embark on Toyota's new family of trucks to answer one question: Besides carrying the same name, does the new generation carry the same strength and toughness, or is it softer?
