Toyota Yaris

Toyota Yaris, "Urban Playground" This campaign for the Toyota Yaris, titled "Urban Playground," is designed to resonate with young, urban Hispanic consumers by celebrating the joy of city life and the car's role in making every journey an adventure. The campaign uses a vibrant, energetic, and playful aesthetic, drawing on themes of music, art, and community. The goal is to position the Yaris not just as a mode of transportation, but as a key to unlocking the fun and creativity of the city. Integrated campaign touchpoints included: print ads, digital, social media, out-of-home (OOH), mobile phone case covers, broadcast (radio), and experiential & online DJ music lab. By making the campaign a fun, interactive experience rather than just a commercial message, we were able to build a strong, positive association with Yaris, leading to increased sales (27% in Hispanic annual sales) and brand loyalty.