Toyota has embraced drag culture to pin its new Aygo as the ultimate car of self expression.
The 'Go Your Own Way' campaign brings aboard UK drag artists Liquorice Black, Stella Meltdown, Le Fil and Alfie Ordinary to tell their story and project their attitude onto the nippy hatchback.
Delivered by The&Partnership, each drag queen has her own overstated personality that is also shared by the Aygo in the ads. Ben Addelman helped direct the work that will now be targeted towards a core audience of 18-34 women. The out of home campaign will cluster in city centres and shopping areas.
The campaign will be activated on social media, digital display and VOD and will feature documentary style films of the performers and their creative processes.
Dom Gettins, creative director on the account, said: “This was a very different campaign to work on – Liquorice, Stella, Le Fil and Alfie Ordinary are true creatives in their own right, and collaborating with them to bring the cheeky personality of Aygo to life has created four unique pieces of work, each with its own flavour and personality.
"It’s been an interesting and rewarding process, and we hope the result resonates across the UK as a fun, playful collaboration with four talented artists, a great director in Ben and an equally imaginative brand in Toyota.”
Photographer Kristian Schuller shot three of the individual poster campaigns, with an art installation documenting the work to come in the following weeks.
Watch and vote for the video in The Drum's Creative Works.