After being completely redesigned both inside and out, Corolla was not the sedan it used to be. But regardless of what Toyota’s designers had achieved, for most, Corolla was still considered as beige and boring as ever. We needed to change that and prove that this was, in fact, a Corolla like they had never seen before. So we showed the car in ways they had never seen before. In broadcast, we shot it with 99 cameras instead of one. For content, we took people on a badgeless test drive. And in Cinema, we used timeplay to let moviegoers edit a new ad in real time before every film. The result? The most successful Corolla launch in Toyota Canada's history.

Art Director: Joel Arbez

Writer: Matt Antonello