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 the 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 compiled every name, submission and story, immortalizing them through text and illustration while overseeing the creation of an artsy coffee table book — from endless discussions with illustrators and design partners to late nights spent in a haunted printing house (at least according to this one weird printer guy.).