- ROLE

Writer/

Regional Creative Director

- FOR

TOYOTA MOTORS ASIA PACIFIC

- DATE

August 2021

- TOOLKIT PAGE

Gazoo Racing Regional Toolkit for Asia Pacific

- URL

https://www.grbrandasiatoolkit2021.com/

- PASSWORD

GRBr@nd

Reinventing the wheel, or in this case the racing wheel.

Toyota have had a racing arm to their operations for a number of years and had promoted the race winning team: winners of the Dakar Rally, winners at Le Mans.

However, they’d rarely suggested that the technology that was in these cars was in their road cars. They’d spent a lot of time and effort convincing those already convinced that Gazoo Racing had a lot to offer. Now the line “Pushing the limits for better.” needed to have a new purpose, a new aim, an ability to talk to everyone, not just racing enthusiasts.

A more all-encompassing mantra, that could shout out to non-petrolheads, to people who perhaps just wanted a bit more vroom-vroom in their cars without having to put on crash helmets and full race overalls.

The news was that they could get this racing feeling from a typical Toyota model that millions of customers drive back and forth to supermarkets across the region, a new racing spirit that would bond them to the Toyota badge and enable them to understand what Gazoo Racing could do for the everyday man, and woman, on the street.