Range is a necessity. More products equal more profits. But it's a cold proposition. More often than not, the product difference lies in the data. Size, colour, spec, ram, ac non-ac and so on. This info helps, if one is already approaching the purchasing event horizon. But if a person is far from the buyer's black hole, an emotive connection is needed. For Toyota, we didn't want to ramble on about a range of cars, but rather present a family of characters.

















Personification helps identification between consumer and product. Ah-that-personality sounds-just-like-me-type syndrome. By humanising the cars, we could communicate performance, features and spec in terms of character and behaviour. Gone was the boring data-based drivel: it was time to meet the family.