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Corolla Launch

How do you launch three new models of the world’s best-selling car, over two years, with one campaign? With one simple symbol recognized in every language all over the globe. We took the premise that the re-designed Corolla Sedan and all-new Corolla Hybrid and Hatchback were greater than ever, and used the greater than symbol to flip the traditional ideas of who Corolla drivers are on their head. And with a $99 million-dollar mass-market ad-buy, we were able to create TV, Outdoor, Print and Digital executions unlike any other previous Corolla work. Because unexpected is greater than expected.

Project Roles
Copywriter, Creative Director
Saatchi & Saatchi LA
Brand Strategy, Broadcast, Cat Herding, Cinematic, Commercial, Conceptual, Copywriting, Creative Direction, Creative Strategy, Film, Filmmaking, Lifestyle, Management of Teams 1-10, Multi-cultural, Music, Outdoor, Post-Production, Print, Radio, Scripting, Strategy, Street, TV, Wrangling - Creatives
Advertising, Brand Films, Brand Identity, Commercials - Broadcast, Commercials - Radio, Commercials - Video, Social Media Content, Television
Project Industries
Automotive, Lifestyle
Corolla Launch