Toyota: Go Your Own Way by The&Partnership

Client: Toyota
Date: Jan 2018
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The&Partnership has unveiled its latest work for Toyota: a collaboration with four renowned UK drag artists – the ultimate masters of self-expression – where they were given carte blanche to make their own advert for the Toyota Aygo. The Toyota Aygo is the small car that brings a sense of fun and freedom to the everyday, and lets people express their own personality and “Go Your Own Way”.

Launching with an exciting and unique out-of-home activation, ‘Go Your Own Way’, builds on Aygo’s long-running tagline ‘Go Fun Yourself’. Working collaboratively with four highly expressive drag queens – Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black – The&Partnership has brought to life the imaginative, cheeky personality of the Aygo. The campaign showcases Aygo’s credentials as the ultimate bold and colourful car, owning an Aygo is letting your fun side out to play, and the four performers were each given an Aygo and free rein on creative direction. Three acts worked with multi award-winning fashion photographer Kristian Schuller to create their individual poster campaigns, with an art installation to follow over the coming weeks.


Brand: Toyota GB PLC

Client Name: Emma Lane

Agency: The&Partnership

ECD: Andre Moreira

CD: Dominic Gettins

Creatives: Dani Asensio (AD) and Tom Sillars (CW)

Planner: Alex Fennemore

Executive Producer: James Miller

Producer: Ollie Creamer

Business Director: Rob Crilley

Account Director: Phil Rowland

Account Manager: Mike Vinall

Director: Ben Addelman

Photographer / Director of Photography: Kristian Schuller

Editing / Post-Production / Visual FX: Aindreas O’Gallchoir

Editor / Producer / VFX Supervisors: Kayleigh Macdonald

Audio: Grand Central Recording Studio

Music Company: Various

Media Agency: The&Partnership

Media Planner(s): Paddy Williamson & Sophie Fyles

Social Media Agency: The&Partnership

Social Media Planner: Segun Ogunsheye