Toyota Sienna: Swagger Wagon
Minivans are the laughing stock of the automotive world. It was a huge challenge for Toyota to get parents to desire their newly redesigned Sienna, much less make it the vehicle people want to talk about.
With this insight the we developed a campaign called “The Sienna Family” and later a music video called “Swagger Wagon” – which would serve as the rally for proud parents everywhere. As a result of the campaign, the Swagger Wagon video has garnered close to 9 million views. But more importantly, the sales of the 2011 Sienna greatly exceeded yearly sales expectations by almost 20%.
Recognition The One Club Gold, Art Directors Club Gold, D&AD Graphite Pencil, Effie Silver, IAC Best Mobile Online Video Internet Advertising
GROUP CREATIVE DIRECTOR: Erich Funke
CREATIVE DIRECTORS: Donnell Johnson / Stephan Baik
ART DIRECTORS: Erek Vinluan
DESIGNER: Ron Thompson
DIRECTOR: Jody Hill