Toyota Singapore
Client: Borneo Motors - Toyota   |   Agency: Societal   |   Role: Associate Creative Director / Art Director   |   Market: Singapore
Toyota set out to do something simple: become a car brand that truly works for everyday people in Singapore. We shifted the brand away from aspiration and toward real life—where reliability means trust, peace of mind, and financial sense. Guided by one clear belief—take care of people from A to B, and they’ll choose you—five years of consistent work led Toyota to become the #1 selling car brand for three consecutive years.
This transformation was grounded in Toyota’s global platform, Move Your World, sharpened for Singapore through three clear drivers: Value, Experience, and Relevance. Value that holds long after purchase. Experiences that feel intuitive and rewarding. Relevance that keeps pace with how Singaporeans live, move, and decide. Not a new message to learn—but a promise made tangible in everyday driving.

That promise showed up everywhere. Every touchpoint spoke the same language: dependable, relevant, and human. Not a moment in time, but a consistent way of showing up.
Toyota Hybrid Challenge
COE Campaigns
Car Launches
Socials