Singapore – Toyota Motor Asia Pacific has appointed Virtue APAC, a creative agency powered by VICE, to create its regional integrated brand campaign titled ‘Move Your World’ for its Asia market.
Virtue APAC will spearhead and manage the strategy, creative, production, and distribution of the campaign, which will cover launch activation, regional brand assets, and a cultural programme centred on social, content, and communities.
The creative agency received the mandate after a competitive four-way pitch. The campaign for Toyota will become the newest addition to the agency’s global and regional work for clients like The Coca-Cola Company, Diageo, and Shiseido across offices in Singapore and India.
Toyota’s ‘Move Your World’ regional brand campaign is expected to launch by the first half of 2024 across the Asia markets.
Virtue APAC’s appointment comes as the multinational automotive company embarks on a brand transformation journey to become more than just a car company but a modern and progressive mobility platform of the future.
Jaja Ishibashi, general manager at Toyota Motor Asia Pacific, said, “Toyota is moving towards becoming a mobility company that provides cutting-edge solutions for transportation in the future with the use of technology. As part of that, we want to also be able to establish a brand that is associated with movement, excitement, and experiences that are relevant to both the present and the future. Virtue APAC was appointed because of their aptitude at navigating and positioning businesses inside culture, offering a novel and forward-thinking perspective that is aligned with our own.”
Lesley John, managing director at Virtue APAC, also shared, “Asia is the most dynamic and optimistic region in the world, and Virtue is honoured to have been entrusted to share Toyota’s ‘Move Your World’ story, drawing on our extensive capabilities to help brands find an authentic role and voice at the epicentre of culture, to position Toyota for future success with audiences across the region.”
