Toyota has been sharing the optimism of its beliefs since 2009. The early campaign stated We believe that if you can dream if you can do it, We believe everyday’s an opportunity to improve and We believe a better tomorrow starts today.
Saatchi & Saatchi has refreshed the brand platform, Believe, for 2017 in a new campaign that highlights the brand’s core beliefs through the point of view of an engaging young girl, Billie, and her delightful relationship with her grandpa.
Corey Chalmers, joint executive creative director of Saatchi & Saatchi commented, “We were asked to bring the Believe principles to life in a typically Toyota way – through character, story, charm and magic moments. The new campaign is designed to show how Toyota’s beliefs are reflected in everyday Kiwi life, through the endearing characters of Billie and Grandad. It was a joy to bring to life thanks to Kevin Denholm who has directed many Toyota campaigns over the years.”
The post also highlights Toyota’s commitment to New Zealand through its sponsorships and community commitments.
Andrew Davis, general manager of used vehicles and marketing commented, “As our Believe branding matures, we have been able to express these values through our actions and partnerships. The latest of these is our new campaign which has further evolved Believe to be more future thinking – and the playful dynamic between Billie and her Grandad provides the perfect environment.”
The campaign launched on Sunday night with further instalments to follow over the next couple of months.
Credits:
Creative agency: Saatchi & Saatchi New Zealand
Managing director: Paul Wilson
Creative & executive creative directors: Corey Chalmers & Guy Roberts
Head of strategy: David McIndoe
Senior producer: Joshua Forsman
Business director: Susie Darling
Account director: Amanda Brittain
Motion graphics: Tomas Cottle
Production company: Exposure
Producer: Jess Milne
Director: Kevin Denholm
DoP: Ginny Loane
Editor: Sam Brunette
Colourist: Ben Eagleton
Music & sound design: Mahuia Bridgman-Cooper & Shane Taipari @ Franklin Road
Photographer: Fraser Clements @ Match Photography
Retoucher: Andy Salisbury
Media: Starcom
Client: Toyota New Zealand Limited
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis
Manager Marketing: Susanne Hardy