Typically known for just making practical cars, Toyota’s first-ever C-HR was a big departure for the brand in style and attitude. We created “Born for Mischief” to position the C-HR as a fun car for rebels-at-heart.
FILM “Cinderella” :60
In our films we gave mischievous characters from classic stories, a Toyota C-HR.
FILM “Gingerbread Man” :60
60+ PAGE PRINT
We turned Fader Magazine into a flipbook.
VIDEO: How It Works
MOBILE VIDEOS
We breathed some life into our print campaign for Snapchat.
SOCIAL: BAD LIP READING
The pioneer of YouTube mischief, Bad Lip Reading, created hilarious videos using outtakes from our own commercials.
ONLINE FILM “Trojan Horse” :60
PRE-LAUNCH PARTY: MTV MOVIE & TV AWARDS - AFTER PARTY
1,400 Hollywood elite + fun-loving millennials + DJ Steve Aoki made for an epic C-HR launch party. Art installations tied-into the theme of our broadcast, with 3D projection mapping and live acrobatics. We also created custom Snapchat filters, signature cocktails, multiple photo booth opportunities and a custom, personalized brochure as a take-away for guests of the event.
