When The&Partnership won Toyota's pan-European business from Saatchi & Saatchi just over a year ago, no one would have expected the new marketer-agency relationship to produce a campaign featuring four well-known drag queens showcasing their own individual, flamboyant styles.
But Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black are the surprise stars of the Japanese automaker's new U.K. campaign for the Aygo, which invites drivers to "Go Your Own Way."
The vibrant and dramatic images will be seen on social media, digital display, and out-of-home. In addition, documentary-maker Ben Addelman, whose work has been screened at Sundance, has directed four short films to go with the campaign, capturing the personality and story behind each of the performers.
Dom Gettins, creative director of Team Toyota at The&Partnership, says, "This was a very different campaign to work on. Liquorice, Stella, Le Fil and Alfie are true creatives in their own right, and collaborating with themâ€¦ has been an interesting and rewarding process."