The New Standard
Client: Borneo Motors - Toyota | Agency: Societal | Role: Art Director | Market: Singapore
The Toyota Corolla Altis had strong recognition but was losing relevance. Competitors like the Honda Civic and Mazda 3 owned the “sporty” and “stylish” image, while the Altis was weighed down by an “uncle car” perception that no longer matched its modern evolution.
Drivers expect their cars to adapt with the times, just like everything in nature evolves to survive and thrive. We reimagined the Altis as the car that makes exceptional the new standard, using evolution as our creative hook. Animal metaphors brought this story to life, inviting drivers to see the Altis in a new light.
Drivers expect their cars to adapt with the times, just like everything in nature evolves to survive and thrive. We reimagined the Altis as the car that makes exceptional the new standard, using evolution as our creative hook. Animal metaphors brought this story to life, inviting drivers to see the Altis in a new light.
