Toyota 

Integrated - My Dad my Hero

Toyota has launched a new minivan and wanted a campaign for the european market. This campaign is based on a powerful insight: dads are always heroes in their children's eyes. What if a car, an SUV, allowed them, through its features, to be a hero, more than ever before. So we place fathers - the family heroes, the men who can get a family out of any situation, who can solve insurmountable problems - at the centre of the campaign. 

Being aired across France, Germany, Spain, Finland and Norway, the campaign is mixture of TV, print, outdoor and online.  The TV spot illustrates the car's benefits, building the image of the father as the hero.  The print, outdoor and online work communicate the idea in simple words, with children's handwriting and drawing telling how the Verso intensifies the heroic aspect of their fathers.

Creative Director : Anne-Cécile Tauleigne

Copywriter : Rafael Genu

Art Director : Vincent Bérard

Agency : Saatchi&Saatchi Paris

Director : Simon Willows

Production: Nose

Award:  2014 Topcom silver - Integrated campaign

Print Campaign - My Dad my Hero

The interactive book - My Dad my Hero