Aygo
2014-16
Toyota Europe
Saatchi & Saatchi
Art and Design Direction
At Saatchi & Saatchi, I had the opportunity to lead several aspects of the 2014 Pan-European Launch campaign for the new Toyota Aygo. Working from idea to execution, this is probably one of the longest projects that I‘ve ever worked on. It lasted a total of three years, divided into three different phases: Launch (early 2014), Sunroof release (early 2015), and X-Cite (mid-2016).
With a brief to create a non-conventional campaign to attract a younger audience, Todd and Britanny came up with the Go Fun Yourself concept, which was in line with the playfulness mind and customisation potential of the car. On the visual side, my task was to create a vibrant and distinct world, where the visuals matched the bold statement and aimed to create ads that don‘t look like car ads, that had to work in over 32 markets.
Moving assets
For this 360 campaign, we wanted to create some recognisable fun assets that, alongside the campaign look, could be used everywhere in an ownable way, from TVC to digital banners.
With the challenge of making something fun, while showing how customisable this car is at the end of the TV spot, we came up with the idea of doing a doughnut that reveals different colour combinations and possibilities while the vehicle is in motion.
Website
Our idea for the website was to ensure the car was always in the centre of the action, so we designed a scrolling website in which you move the car while revealing the website's contents.
We wanted the site to feel like a continuation of the story from the TV - so we made the doughnut sequence that ended all TV spots to be the first thing you see when you land on this site.
Additional Model Releases
Following the successful launch, I got involved in every other model release for the Aygo family, expanding on this brand world and tone of voice and creating fun ways to enhance the latest features.
In the images below, you can see how the Sunroof release (2015) and XCite (2016) were inspired by the campaign look but introduced new elements. All of these launches had to have their own guidelines for the markets, and the website had to evolve to highlight the newest model.
me@brunodilucca.com
2001 — 2024
