Toyota: Greater Than
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Toyota’s new 2019 Corolla Hatchback national marketing campaign, titled ‘Greater Than,’ promises a vehicle that enables drivers to live in the moment and experience life to the fullest, and it’s using three different directors to get the point across.
The automaker is promoting the car as a “fun-to-drive hatchback” while boosting Toyota’s newest, most technologically-advanced features in a small car, according to a release. The campaign highlights that Corolla drivers continually carve out opportunities to come together with friends and loved ones for unique adventures and great times together.
‘Greater Than’ features six 30-second spots created for TV and digital placements, as well as a mix of 15-second and six-second spots. The fully-integrated campaign targets a transcultural audience with assets developed by three of Toyota’s agencies of record, including Saatchi & Saatchi, Conill and Intertrend Communications.
Saatchi & Saatchi created three spots directed by Jones + Tino. ‘Roots’ finds in which a family experiences the joy of a spontaneous, fun-filled day, while ‘Piñata’ sees a group outing culminate with a birthday surprise. ‘Scratches’ is inspired by an unanticipated journey off the beaten path and that scratches, bumps and bruises can be a sign of pride.
Conill’s ‘Anthem,’ directed by Albert Uria, celebrates being different. Intertrend’s ‘New Guy,’ directed by Lino Russell, has the hero pursuing an unconventional career path in eSports. ‘Catwalk,’ also directed by Russell, is inspired by the startup trend.
The print campaign encourages living in the moment, embracing a new experience, challenging traditional stereotypes and pursing passions.
Credits
Pinata
Chief Creative Officer: Jason Schragger Executive Creative Director: John Payne Creative Director: Renato Braga ACD/Copywriter: Brian Jones ACD/Art Director: Sherry Dargert Junior Art Director: Audrey Saunders Junior Copywriter: Samantha Monk Executive Director, Integrated Production: Lalita Koehler Director of Content Production: Sara Seibert Executive Content Producer: Gil DeCuir Content Producer: Shawna Wilson Interactive Producer: Oliver Joliffe Music Supervisor: Kristen Hosack Executive Print Producer Rachel Dallas -Noble Art Producer: Skye Houghton Project Managers: Jennifer Phillips / Lauren Herrmann Executive Director, Digital: Nick Ngai Managing Director: Al Reid Group Account Director: Andrew Corpman Account Director: Kimberly Bingham Account Supervisor: Celia Misra Account Supervisor: Brett Crockett Assisant Account Executive Emily Davidson Assistant Account Executive: Melissa Pappas Chief Strategy Officer: Mark Turner Group Strategy Director: Kathleen Kindle Strategy Director: Shaunt Halebian Strategist: Spencer Isaac CREATIVE CREDITS Executive Communications Director: John Lisko Group Media Director Tom Scott Media Communications Director Breanne Carpenter Director of Public Relations Romina Bongiovanni Associate Director of Public Relations Kimberly Harms Broadcast Traffic: Nadzyah Guillermo Director, Business Affairs: Linda Daubson Business Affairs Manager: Ryan Lizama Client Name: Lisa Materazzo Rick LoFaso Sam De La Garza Jordan Pauly Production Company: Stink Films Executive Producer: Melinda Nugent Managing Director of Production Company: Jeff Baron Line Producer: Nadine Brown Director Team: Jones+Tino Editing Company: Cabin Editorial Managing Partner: Carr Schilling Producer: Michele Dorsch Editors: Sam Ostrove / Isaac Chen Assistant Editor: Vanessa Yuille Finish: MPC Producer: Karena Ajamian Telecine: MPC Color Artist: Mark Gethin Music: "Wanna Go For A Ride" by Rod Melancon Sound Design: Michael Anastasi at Lime Sound Design Mix: Joel Waters at Lime Studios Other: Product Information Supervisor Tom Chiang
Roots
Chief Creative Officer: Jason Schragger Executive Creative Director: John Payne Creative Director: Renato Braga ACD/Copywriter: Brian Jones ACD/Art Director: Sherry Dargert Junior Art Director: Audrey Saunders Junior Copywriter: Samantha Monk Designer: Executive Director, Integrated Production: Lalita Koehler Director of Content Production: Sara Seibert Executive Content Producer: Gil DeCuir Content Producer: Shawna Wilson Interactive Producer: Oliver Joliffe Music Supervisor: Kristen Hosack Executive Print Producer Rachel Dallas -Noble Art Producer: Skye Houghton Project Managers: Jennifer Phillips / Lauren Herrmann Executive Director, Digital: Nick Ngai Managing Director: Al Reid Group Account Director: Andrew Corpman Account Director: Kimberly Bingham Account Supervisor: Celia Misra Account Supervisor: Brett Crockett Assisant Account Executive Emily Davidson Assistant Account Executive: Melissa Pappas Chief Strategy Officer: Mark Turner Group Strategy Director: Kathleen Kindle Strategy Director: Shaunt Halebian Strategist: Spencer Isaac CREATIVE CREDITS Executive Communications Director: John Lisko Group Media Director Tom Scott Media Communications Director Breanne Carpenter Director of Public Relations Romina Bongiovanni Associate Director of Public Relations Kimberly Harms Broadcast Traffic: Nadzyah Guillermo Director, Business Affairs: Linda Daubson Business Affairs Manager: Ryan Lizama Client Name: Lisa Materazzo Rick LoFaso Sam De La Garza Jordan Pauly Production Company: Stink Films Executive Producer: Melinda Nugent Managing Director of Production Company: Jeff Baron Line Producer: Nadine Brown Director Team: Jones+Tino Editing Company: Cabin Editorial Managing Partner: Carr Schilling Producer: Michele Dorsch Editors: Sam Ostrove / Isaac Chen Assistant Editor: Vanessa Yuille Finish: MPC Producer: Karena Ajamian Telecine: MPC Color Artist: Mark Gethin Music: "Wanderer" by Emilie Mover Sound Design: Michael Anastasi at Lime Sound Design Mix: Joel Waters at Lime Studios Other: Product Information Supervisor Tom Chiang
Scratches
Chief Creative Officer: Jason Schragger Executive Creative Director: John Payne Creative Director: Renato Braga ACD/Copywriter: Brian Jones ACD/Art Director: Sherry Dargert Junior Art Director: Audrey Saunders Junior Copywriter: Samantha Monk Executive Director, Integrated Production: Lalita Koehler Director of Content Production: Sara Seibert Executive Content Producer: Gil DeCuir Content Producer: Shawna Wilson Interactive Producer: Oliver Joliffe Music Supervisor: Kristen Hosack Executive Print Producer Rachel Dallas -Noble Art Producer: Skye Houghton Project Managers: Jennifer Phillips / Lauren Herrmann Executive Director, Digital: Nick Ngai Managing Director: Al Reid Group Account Director: Andrew Corpman Account Director: Kimberly Bingham Account Supervisor: Celia Misra Account Supervisor: Brett Crockett Assisant Account Executive Emily Davidson Assistant Account Executive: Melissa Pappas Chief Strategy Officer: Mark Turner Group Strategy Director: Kathleen Kindle Strategy Director: Shaunt Halebian Strategist: Spencer Isaac CREATIVE CREDITS Executive Communications Director: John Lisko Group Media Director Tom Scott Media Communications Director Breanne Carpenter Director of Public Relations Romina Bongiovanni Associate Director of Public Relations Kimberly Harms Broadcast Traffic: Nadzyah Guillermo Director, Business Affairs: Linda Daubson Business Affairs Manager: Ryan Lizama Client Name: Lisa Materazzo Rick LoFaso Sam De La Garza Jordan Pauly Production Company: Stink Films Executive Producer: Melinda Nugent Managing Director of Production Company: Jeff Baron Line Producer: Nadine Brown Director Team: Jones+Tino Editing Company: Cabin Editorial Managing Partner: Carr Schilling Producer: Michele Dorsch Editors: Sam Ostrove / Isaac Chen Assistant Editor: Vanessa Yuille Finish: MPC Producer: Karena Ajamian Telecine: MPC Color Artist: Mark Gethin Music: "Go Getter" by Mama Haze Sound Design: Michael Anastasi at Lime Sound Design Mix: Joel Waters at Lime Studios Other: Product Information Supervisor Tom Chiang
Catwalk and New Guy
Creative Director - EUGENE KIM
Senior Art Director - HARIM KIM
Senior Copywriter - NEAL PERSAUD
Executive Director - JOE MIN
Account Director - ALYSSA HU
Account Supervisor - ANN NGUYEN
Producer - BINH LAM
Producer - JEANETTE TANG
Director - LINO RUSSELL
Executive Producer - JEREMY BESSER
Editor - JOHN McTAVICK
Anthem
ANABEL ORDONEZ - VP, Management Director Dallas
JULIA REYES - Management Supervisor
LETICIA TOVAR GALLEGOS - Management Supervisor LA
MONICA NAVARRO - Account Executive Dallas
DIEGO YURKIEVICH - Chief Creative Officer
VERONICA ELIZONDO - VP, Group Creative Director Dallas
ALONSO ARIAS - Associate Creative Director
FERNANDO LANCAS - Senior Art Director
BRIAN ABADIA - Senior Copywriter
CARLOS BARCIELA – Director of Production
KRYSTAL ROSALES – Associate Director of Integrated Production
ILLANA STUPPEL - Senior Agency Integrated Producer
VALENTINA DOSTAL - Director, Business Affairs
TOM CHIANG - Saatchi Product Information Supervisor
CARLENE ROWE - Sports and Entertainment Account Director
AMI PEREZ - Senior Account Executive
Production company: garage films
ALBERT URIA - Director
FERMÍN VILANOVA - Executive Producer
ORIOL URIA - Executive Producer
KHALID MOHTASEB- DOP
Editorial : Cabin edit
editor Scott Butzer
