Somehow, the #1 selling car in America had also become the most boring car in America. Toyota's new Camry had bold new styling in hopes to change it's responsibly blah impression. As the ACD , I concepted work and also managed multiple teams to produce a massive 360 degree campaign. I also got to meet B.B. King.
Here's the manifesto that became the north star internally:
Boldness. It’s something that comes from boldness.
Because when you make one bold choice, you’ll feel the need to make another.
That’s what we learned when we redesigned America’s best selling car.
We made one bold choice then another and another and another and another
until we stepped back and looked at it and said, “Now THAT’S a Camry.”
A car that says, “Here I am!” not “Where am I?”
One that makes you feel a little prouder when you get in it
and a little more daring when you step out of it.
And one that inspires you to do one bold thing then another and another and another.
Until, finally, you’re the boldest you ever, driving our boldest Camry ever.
The boldly redesigned 2015 Toyota Camry.
One bold choice leads to another.