Toyota Crown — Launch Campaign

This car model is known for its cultural connection with Iraqi society, and its sentimental meaning to many generations. It has been known as the long-life car in the country for the last 40 years in Iraq, and has been called several affectionate names — names that come from the deep side of the street, and from the relationship between the user's emotion, their memories, and the stability of the car across all those decades.

We shot historical locations without the Crown, and wrote sentimental phrases in a vintage typographic style, taken as snippets from the documentary. For the reveal, we shot the same locations with the all-new Toyota Crown centering them, using the campaign slogan and the old DEQ language.

Adding old music, motion and a cinemagraph effect brought more flashback feeling to the campaign — reaching people emotionally across the Middle East.

We shot three documentaries showing the car's history through its real users, past and present. We gave them full freedom to tell their own stories in the beautiful, emotional language of the street — making them factual documentaries straight from the Iraqi street.

The invited guests were almost all VIPs, so we pushed for classy materials and a specific, unique colour that hints at the car's new finish. We used the same DEQ language to carry the SUV's identity — turning these details into a language for the complete campaign, one that speaks of the old decades.