Toyota Yaris Cross launches with a fresh spin on Alice in Wonderland
T&P has launched a new integrated campaign, Ready for What’s Next” to launch the new Toyota Yaris Cross.
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The campaign follows Alice on an unexpected adventure through Wonderland, made possible in her capable new Yaris Cross.
She spots a mysterious girl, our White Rabbit character, and makes the quick decision to follow her. The pursuit leads Alice from the mundane city into extraordinary environments, where she encounters characters like the Mad Hatter, the Cheshire Cat, and the Queen of Hearts. Behind the wheel of the new Yaris Cross, Alice feels like she can go anywhere and discover anything. Not only is Alice in Wonderland the ultimate story of following your curiosity, but it’s also a story that resonates with people of all generations, across Europe and beyond.
Mehmet Guven, Creative Director at T&P, says: “Most people know and love Alice in Wonderland, whether it’s the book, the original film, or any of the adaptations. And the unique and distinctive characters central to that story just so happened to serve as representations of the new Yaris Cross features.”
The result? A sleek film full of whimsy and magic, that clearly demonstrates the vehicle’s agility, style, technology, and hybrid performance.
Throughout the adventure, the car tackles tight city streets and forest terrain, showing off its durability and reliability. All the while, looking stylish as it drives on and on, from one unexpected setting to another. The storytelling approach was embraced by the client, and as Maria Rudkin, Business Director at T&P, says, “This was another exceptional team effort between agency and client. Toyota backed the concept from day one, seeing clearly how well this familiar story would show off the best parts of the new Yaris Cross.”
Credits
View on- Agency T&Pm/London
- Production Company Agosto/Spain
- Director Rodrigo Saavedra
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Credits
View on- Agency T&Pm/London
- Production Company Agosto/Spain
- Director Rodrigo Saavedra
- Post Production Post Office/Amsterdam
- Music Wake The Town
- Global Chief Creative Officer Andre Moreira
- Group Creative Director Jim Stump
- Creative Director Mehmet Guven
- Creative Director Phill Fields
- Director of Production (HP) Charles Crisp
- Director of Production (HP) Anna Green
- Associate Creative Director Isabel Gomes Brand
- Associate Creative Director Omar Fawahl
- Designer Mitch Baitey
- Designer Tim Taylor/Designer
- Designer Richard Palmer
- Post Producer Santiago Lardin
- Producer Olmo Heras Aguirre
- Executive Producer Toni Moreno
- Executive Producer Belen Gayan
- DP Daniel Fernandez Abello
- Editor Carlos Font Clos
- Editor Bernat Udina
- Colorist Benedikt Hugendubel
- Sound Designer Jurriaan Balhuizen
- Audio Engineer Bram Kniest
- Composer Aaron James Williams
- Music Supervisor Arnold Hattingh
- Music Supervisor Sam MacNamara
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency T&Pm/London
- Production Company Agosto/Spain
- Director Rodrigo Saavedra
- Post Production Post Office/Amsterdam
- Music Wake The Town
- Global Chief Creative Officer Andre Moreira
- Group Creative Director Jim Stump
- Creative Director Mehmet Guven
- Creative Director Phill Fields
- Director of Production (HP) Charles Crisp
- Director of Production (HP) Anna Green
- Associate Creative Director Isabel Gomes Brand
- Associate Creative Director Omar Fawahl
- Designer Mitch Baitey
- Designer Tim Taylor/Designer
- Designer Richard Palmer
- Post Producer Santiago Lardin
- Producer Olmo Heras Aguirre
- Executive Producer Toni Moreno
- Executive Producer Belen Gayan
- DP Daniel Fernandez Abello
- Editor Carlos Font Clos
- Editor Bernat Udina
- Colorist Benedikt Hugendubel
- Sound Designer Jurriaan Balhuizen
- Audio Engineer Bram Kniest
- Composer Aaron James Williams
- Music Supervisor Arnold Hattingh
- Music Supervisor Sam MacNamara
To showcase the beautiful bronze new Yaris Cross, T&P needed to bring Wonderland together in a way that felt unique to the brand. From production design to wardrobe, each detail was considered to ensure an extraordinarily engaging visual feast.
Isabel Gomes Brand, Associate Creative Director at T&P, says: “We worked closely with our client and production partners to bring together the best of the best. Under Rodrigo Saavedra's direction, we were lucky enough to work with stylist & costume designer Celia Arias, hair and makeup artist Javier Ceferino, and Production Designer Anna Colomer. At a time where AI is so prominent, it was satisfying to see our world come together in camera."
Toyota’s take on what Wonderland looks like serves as a stunning backdrop for the new Yaris Cross’ adventures. But setting the scene didn’t stop there. Omar Jordan Fawahl, Associate Creative Director at T&P, discusses sound and post: “We had the pleasure of working with music supervisor Arnold Hattinger to create a bespoke soundtrack for our film that brings drive and grit. To bring to life the Wonderland details that couldn’t be captured in camera, like the checkerboard road to the sky, we worked with the amazing team at Post Office. And for the dynamism of a perfect edit, were in the capable hands of Carlos Font Clos."
The campaign rolls out across multiple channels, including 60, 30 and 2-second films, out-of-home, press, radio, and bespoke social executions created by the team at Hojkant. And most importantly, the campaign includes a suite of stunning stills and digital assets that bring Wonderland to Toyota Dealerships across Europe. Michelle Maes from Toyota Europe states: “The Yaris Cross is already so well loved across Europe. T&P helped us tell the story of the new edition in a magical, memorable, and engaging way that will remind people what they love most about the car, while showing its latest updates.”
Ready for What’s Next launches across Europe this month.
