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Toyota: Let’s Go Beyond
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The&Partnership and Toyota have launched a new campaign and brand platform celebrating the small steps we can all take to move society forward, that seeks to unite the organisation and all its future communications. Toyota has always strived to make improvements to their products and services, no matter how small, in the knowledge that these add up to enhance customers' lives and society. Their heritage in advancing electrified technology with hybrid and hydrogen innovations, partnerships with Olympics and Paralympics, and experience breaking design conventions with models such as the C-HR are just a few recent examples. In Toyota’s world, every step, no matter how small, counts. The brand insight coupled with the audience insight of the Progressive Mainstream, the primary audience made up of naturally curious, adventurous people who believe in pushing themselves beyond the expected to get more out of life, the ‘Let’s Go Beyond’ idea was born. This is just the start of Toyota’s story, however, and the ‘Lets Go Beyond’ platform has been created to unite all of Toyota’s future communications under one brand platform. At the heart of the campaign sits a cinematic, uplifting and inspiring film shot by director Philippe Tempelman from production company BWGTBLD GmbH which captures the spirit of ‘going beyond’. Showcasing the ways in which Toyota is always striving to make improvements to their products and services, however small, in the knowledge that these all add up to deliver experiences above and beyond the expected, truly enhancing customers lives and society. This is visualised through dramatising the attempts in people’s lives and how each one matters. The film shows how Toyota’s ‘Let’s go Beyond’ attitude matches our Progressive audiences’ ambitions and desires.
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