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The Camry Thrill Ride

The Toyota client was panicked. Camry had fallen from its number one seller position two months in a row. I was brought in to quickly execute two product-centric spots. However, the research showed that people were put off by the exterior of the car. They called it “boring”, “vanilla”, and “an old person’s car”. So with only two creatives borrowed from other groups, we built a 360 degree campaign. This included television, print, mobile, digital and a unique feature in which we let real people on the ride record a selfie with their own smart phone and upload it from the event. The research said people didn't want to get in the car, but who can resist a thrill ride?

Project Roles
Creative Director
Saatchi & Saatchi
Art Direction, Commercial, Conceptual, Content, Copywriting, Creative Direction, Digital, Experiential, Print, Social
Advertising, Commercials - Broadcast, Illustrations, Magazines, Mobile Apps, Social Media Content, Websites
Project Industries
The Camry Thrill Ride