Latinos are not used to changing cars that often. Why? Because cars in Latin America are way more expensive than in the US. So what happens when you spend many years with same car? It becomes part of the family. And family members have names.
This insight gave birth to a three-year platform that celebrated and immortalized the names people gave their cars—reshaping the way Toyota owners engage with the brand.
Ok, so people name their cars. How did we get them to submit the stories behind those names?
We then had to compile every name, every submission, and every story that came with it, immortalizing them in text and illustration. And supervise the whole process of creating an artsy coffee table book. From everlasting arguments with our illustrators and design partners to spending nights in vigil in a haunted printing house—at least according to this one weird printer guy.