Toyota Motor Asia inspires a bigger future with next era of ‘Move Your World’ via VIRTUE Asia
Toyota Motor Asia has launched a new chapter for their regional brand platform ‘Move Your World’. Partnering with VIRTUE Asia, the new platform takes a leap forward in its commitment to enabling progress, inclusion and empowerment across Asia.
What started as a regional initiative reinforcing Toyota’s promise of ‘Mobility for All’ has since evolved into a cultural movement beyond automotive innovation – one that builds on over 60 years of Toyota’s longstanding presence in Asia, and is testament to Toyota’s commitment to shaping a future where everyone can move forward, together.
Preston Tan, leading vice president, Toyota Motor Asia, said: “Move Your World reaffirms our commitment to driving progress and inclusion throughout Asia. It’s about inspiring individuals, fostering connections, and empowering communities to achieve their full potential. As we embark on this next phase, we’re challenging perceptions, redefining boundaries, and building a future where everyone can thrive and move forward together.”
Tasked with creating a unified, purpose-driven narrative, VIRTUE Asia drew inspiration from the youth movements and grassroot collectives shaping Asia, harnessing the energy of the new generation to create a brand platform that connects talent, creativity and innovation to forge a collective future.
Chloe Fair, client services director at VIRTUE Asia, said: “To place Toyota inside culture, the creative strategy was structured around the four key elements of any successful cultural movement – a symbol, a rallying cry, a high-impact moment and a community engagement plan, transcending the typical marketing model of brand campaigns.”
Launching at the biggest regional cultural moment in the automotive category – the Bangkok International Motor Show, a live art installation brought the spirit and energy of Move Your World to life. Thousands of red arrows, each symbolising an attendee at the event, moved dynamically in real-time, forming an evolving collective artwork that reflected the power of community and shared movement. This immersive experience transformed every visitor into an integral part of the narrative, reinforcing the idea that true progress is made together.
Complementing the physical launch experience, the regional brand film highlights the role of creativity in generating new ideas and driving innovation, reinforcing the transformative impact of collective ingenuity and will run across key markets in Asia.
Moving into the second half of 2025, a community engagement programme will continue to evolve and expand Move Your World’s cultural footprint in Asia through music. Leveraging music as a medium for self-expression and collective identity, Toyota will embark on a series of collaborations with different culture shapers to create a network of community-driven initiatives across the region, enabling the new generation of Asia to find their voice, connect with each other and redefine what it means to move the world forward together.
Credits
Client: Toyota Motor Asia
Leading Vice President: Preston Tan
General Manager: Jaja Ishibashi
Deputy General Manager: Kenix Loh
Assistant Manager: Eri Kojima
Assistant Manager: Isaac Chong
Agency: Virtue Asia
Head of Production: Ann May Chua
Head of Strategy: Huiwen Tow
Strategy Director: Zoe Chen
Group Creative Director: Chris Gurney
Creative Director: Nuno Dores
Associate Creative Director: Amos Mak
Design Director: Caio Campana
Client Services Director: Chloe Fair
Film
Director: Jonathon Lim
DOP: Gianpaolo Lupori
Production: PUSH PLAY
Executive Producers: Julie Chung, David Clarke
Music & Audio
Company: MassiveMusic Singapore
Creative Directors: Lance Gurisik and Adrian Sergovich
Executive Producer: Donny Pereira
Producer: Kerensa Lee
Live Art Installation
Production: T&DA
Creative Director: Ray Leung
Tech Artist: Sean Simon
Producer: Caroline MacLeod
Executive Producer: Tyrone Estaphan
