In a significant move, Toyota Motor Asia Pacific has announced its collaboration with Virtue APAC, a creative agency under the VICE network, to launch its innovative ‘Move Your World’ campaign across Asia. This partnership marks a pivotal moment in Toyota’s journey towards redefining itself not just as a car manufacturer but as a visionary mobility platform.
Strategic Partnership for Regional Impact
Virtue APAC, renowned for its creative and cultural insights, has been entrusted with the comprehensive strategy, creative development, production, and distribution of the campaign. This includes launch activations, regional brand assets, and a cultural program focusing on social media, content creation, and community engagement.
Winning the Mandate
The agency secured this prestigious mandate after a competitive pitch against four contenders. This campaign adds to Virtue APAC’s impressive portfolio, which includes global and regional projects for major clients like The Coca-Cola Company, Diageo, and Shiseido, operating from their offices in Singapore and India.
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Anticipated Launch and Regional Focus
Slated for release in the first half of 2024, the ‘Move Your World’ campaign is set to make waves across Asian markets. It comes at a time when Toyota is undergoing a transformative phase, aiming to position itself as a forward-thinking and modern mobility entity.
A Vision for the Future
Jaja Ishibashi, General Manager at Toyota Motor Asia Pacific, emphasizes the company’s ambition. “Toyota is moving towards becoming a mobility company that provides cutting-edge solutions for transportation in the future with the use of technology,” he states. He further highlights the desire to establish a brand synonymous with movement, excitement, and experiences relevant to both the present and the future. “Virtue APAC was appointed because of their aptitude at navigating and positioning businesses inside culture, offering a novel and forward-thinking perspective that is aligned with our own,” Ishibashi adds.
Cultural Resonance and Optimism
Lesley John, Managing Director at Virtue APAC, shares the enthusiasm for this collaboration. “Asia is the most dynamic and optimistic region in the world, and Virtue is honoured to have been entrusted to share Toyota’s ‘Move Your World’ story,” she remarks. John emphasizes Virtue’s capabilities in helping brands find an authentic role and voice at the epicentre of culture, positioning Toyota for future success with audiences across the region.
