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Toyota: Greater Than

Client: Toyota
Date: Sep 2018
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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