task

When it was time to craft the newest expression of Toyota’s “Let’s Go,” DOMO jumped in and got moving. A Collaboration Company, DOMO intimately understands the complexity of a multilevel campaign spanning work from three agencies, three demographics, 6 new Toyotas and a total of 18 individual spots. In this age of near limitless targeting and hyper-specificity, our interactions with our community become more pointed, more tailored to how those individuals navigate the world.

But as we dive deeper into these cultural and social nuances, it’s imperative to maintain cohesion, to deepen our understanding of the brand with every new and varied expression of our message. For “Let’s Go,” as three agencies each brought forth stellar creative work each delivering on varying objectives, DOMO entered the conversation as the keepers of that beating heart of the “Let’s Go” mentality.

process

“DOMO is built on the principles of collaboration and co-creation. From the start, we allowed these principles to guide us as we held space for Toyota as brand, and for Publicis as their longtime partner. This extended to each of the three agencies involved in the projects,” shares Managing Partner Rani Melendez. “We provided that connective tissue, unearthing new synchronicities and giving breath to an array of creative voices across organizations.” In partnership with each of these diverse entities, DOMO gave life to “Let’s Go,” teasing it out into its newest expressions targeted toward three unique demographic campaigns.

DOMO Directors Andre Stringer and Julian King brought the “Let’s Go” spirit to life while the agile DOMO production team brought the rubber to the road for the three campaigns and eighteen films. Fired up with creative provided by Saatchi for the overall North-American market and Burrell for the African-American demographic, Stringer got to work giving rise to “Let’s Go” in two unique expressions. He saw directing these pieces as an opportunity to dive deeper into finding the edge of one’s comfort zone and exploring it, a theme prominent in his work. He explains, “the essence of “Let’s Go” is an invitation to savor the here and now, to find the next unknown to explore, and to go there with Toyota. I wanted these films to inspire you out of your complacency, to make you get up and go there, to dance, to dare, to take that roll and sing your loudest.”