Toyota Follows The White Rabbit With The New Yaris Cross

T&P has launched a new integrated campaign, “Ready for What’s Next”, to launch the new Toyota Yaris Cross. Through a modern retelling of Alice in Wonderland, the campaign positions the car as the vehicle designed for anywhere your curiosity takes you.

The Concept: Alice follows the White Rabbit through Wonderland, in her new Yaris Cross full hybrid.

The campaign follows Alice on an unexpected adventure through Wonderland, made possible in her capable new Yaris Cross. She spots a mysterious girl, our White Rabbit character, and makes the quick decision to follow her. The pursuit leads Alice from the mundane city into extraordinary environments, where she encounters characters like the Mad Hatter, the Cheshire Cat, and the Queen of Hearts. Behind the wheel of the new Yaris Cross, Alice feels like she can go anywhere and discover anything. Not only is Alice in Wonderland the ultimate story of following your curiosity, but it’s also a story that

resonates with people of all generations, across Europe and beyond. Mehmet Guven, Creative Director at T&P, says: “Most people know and love Alice in Wonderland, whether it’s the book, the original film, or any of the adaptations. And the unique and distinctive characters central to that story just so happened to serve as representations of the new Yaris Cross features.”

The result? A sleek film full of whimsy and magic, that clearly demonstrates the vehicle’s agility, style, technology, and hybrid performance.

Throughout the adventure, the car tackles tight city streets and forest terrain, showing off its durability and reliability. All the while, looking stylish as it drives on and on, from one unexpected setting to another. The storytelling approach was embraced by the client, and as Maria Rudkin, Business Director at T&P, says, “This was another exceptional team effort between agency and client. Toyota backed the concept from day one, seeing clearly how well this familiar story would show off the best parts of the new Yaris Cross.”

The Craft: Building Wonderland

To showcase the beautiful bronze new Yaris Cross, we needed to bring Wonderland together in a way that felt unique to the brand. From production design to wardrobe, each detail was considered to ensure an extraordinarily engaging visual feast. Isabel Gomes Brand, Associate Creative Director at T&P, says: “We worked closely with our client and production partners to bring together the best of the best. Under Rodrigo Saavedra's direction, we were lucky enough to work with stylist & costume designer Celia Arias, hair and makeup artist Javier Ceferino, and Production Designer Anna Colomer. At a time where AI is so prominent, it was satisfying to see our world come together in camera. ”

Toyota’s take on what Wonderland looks like serves as a stunning backdrop for the new Yaris Cross’ adventures. But setting the scene didn’t stop there. Omar Jordan Fawahl, Associate Creative Director at T&P, discusses sound and post: “We had the pleasure of working with music supervisor Arnold Hattinger to create a bespoke soundtrack for our film that brings drive and grit. To bring to life the Wonderland details that couldn’t be captured in camera, like the checkerboard road to the sky, we worked with the amazing team at Post Office. And for the dynamism of a perfect edit, were in the capable hands of Carlos Font Clos .”

The Integration: From on Screen to in Dealership

The campaign rolls out across multiple channels, including 60-, 30- and 20-second films, out-of-home, press, radio, and bespoke social executions created by the team at Hojkant. And most importantly, the campaign includes a suite of stunning stills and digital assets that bring Wonderland to Toyota Dealerships across Europe.

Michelle Maes from Toyota Europe states: “The Yaris Cross is already so well loved across Europe. T&P helped us tell the story of the new edition in a magical, memorable, and engaging way that will remind people what they love most about the car, while showing its latest updates.”

“Ready for What’s Next” launches across Europe this month.

Credits

Client: Toyota Europe

Senior Client: Ann Buekers

Senior Campaign Manager: Michelle Maes

Creative Agency: T&P

Media Agency: T&P

CCO: Andre Moreira

Group Creative Director: Jim Stump

Creative Directors: Mehmet Guven, Phill Fields

Associate Creative Directors: Isabel Gomes Brand, Omar Fawahl

Designers: Mitch Baitey, Tim Taylor, Richard Palmer

Planners: Matt Linstead, Marcus de Pfeiffer-Key, Daivid Corrado,

Global Client Lead: Kate Mottram

Business Director: Maria Rudkin

Project Managers: Jane Egan, Sarah Downey

Head of Integrated Production: Charles Crisp & Anna Green

Production Manager: Lorena Toquero

AV Unit Producer: Jesydeé Rivero

Photo Unit Producer: Leandro Alem

Postproduction Producer: Santiago Lardin

Production Company: Agosto

Director: Rodrigo Saavedra

Social Director: Hojkant

Producers: Olmo Heras (AV), Oriol Ilari (Stills)

Exec. Producer: Toni Moreno/Belén Gayán

Director of Photography: Daniel Abello

Photographer: Emir Haveric

Retoucher: Constantin Martens

Offline Edit House: Agosto

Editor: Carlos Font Clos / Bernat Udina

Post Production: Postoffice Amsterdam

VFX Artists: Stijn Sanders, Ritchy Wattimena, Bram Vleugel, Anais Mesquida, Tom Schuijt, Victoire Marquant, Celine Lodi, Pauline Luciano, Boyo Frederix, Bram Buddingh, Patcharee Sa-ardkitinun, Leo Ceccaldi, Daniel Kmet, Nick de Leeuw, Lennart Vulto, Suleiman Alaoui, Apolline Koehrer, Alysha Distelbrink

Post Coordinator: Guy van der Hoop, Eva van der Vis

Grading: Benedikt Hugendubel

Audio Post Production (SFX and Mixing): Post Office

Audio technicians: Bram Kniest, Jurriaan Balhuizen

VO Recording: Sine Studios

Music Supervision: Wake The Town

Composer: Aaron Williams

Music Supervisors: Arnold Hattingh & Sam MacNamara