In the 2006 launch for Toyota's Yaris, Conill helped take the car from unknown to a 30% share of the entry-level subcompact segment in the Hispanic market. Conill targeted young Latinos who view themselves as trendsetters leading the way in a new, multicultural world.
Carefully staying in touch with Yaris' general-market positioning as stylish and reflecting the driver's creative spirit, we also influenced general-market creative. A print ad called "Hypnotized" ran in the general market, too, and the agency created an "El Gordito" character for general-market print.
CGI: Saddington Baynes.