Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
"Swagger Wagon" Viral Video
Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. With new styling and features, parents can hold their heads high. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it. We listened to our target and learned what media they utilized, telling us to go deep into social networking. Then we monitored the conversation, cuing us to create content that could engage in the dialogue. As a result we prepared the "Swagger Wagon" music video, which succeeded in becoming part of popular culture and gaining more than 6.3 million views on YouTube.
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA