Toyota: Go Your Own Way by The&Partnership
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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.
Credits
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