T h e J o u r n e y

2020 hit us hard. In the USA, it hit Hispanics even harder. 65% of them have frontline jobs that keep them away from their children. For the holiday season, when one of Toyota's biggest sales events takes place, the objective was to connect with Hispanics on an emotional level to increase brand consideration while acknowledging the challenges they have endured over the past 8 months. The Journey is an inspiring story of togetherness where a Toyota RAV4 acts as the catalyst, stemming from the insight that, through these rough times, traveling small distances with those who matter most can create miles of magical memories.