Virtue APAC selected to create Toyota’s ‘Move Your World’ regional brand platform across Asia
Virtue APAC, the creative agency powered by VICE, has been appointed by Toyota Motor Asia Pacific to create a regional integrated brand campaign as it embarks on an exciting brand transformation journey from the largest car company in the world, to become a modern, progressive mobility platform of the future.
Virtue was selected following a four-way pitch. As lead agency, Virtue will manage strategy, creative, production and distribution of the campaign, which will span across launch activation, regional brand assets, and a cultural programme centered on social, content and communities.
Toyota will launch the ‘Move Your World’ regional brand campaign in the first half of 2024 across the Asia markets.
Jaja Ishibashi, General Manager, 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 (pictured), Managing Director, Virtue APAC, said: “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.”
Virtue APAC creates global and regional work for clients including The Coca-Cola Company, Diageo and Shiseido across offices in Singapore and India.
Singapore-based Toyota Motor Asia Pacific is the regional headquarters and subsidiary of Toyota Motor Corporation, leading and supporting sales and marketing activities, service parts, accessories, and customer services.