COROLLA’S FIGHTING KITTENS
Mojo Sydney and Toyota have just launched the new Corolla campaign. The headliner is a 60 second piece for cinema and is also accompanied by a 45 for television, and a 15 to be launched in January, as well as outdoor and a completely re-created corolla site.
Based on the idea ‘Packed with a lil’ action’ the campaign tells the story of a kitten headed hero who battles a gang of feral baddies, and escapes in his Corolla. A departure from previous campaigns for Corolla, “Kittens” was created to connect to a younger audience and showcase a new edge for the brand.
Shot on location in an abandoned shopping mall on the outskirts of Melbourne by Garth Davis from Exit Films, the ambitious production was a combination of very well rehearsed fighting sequences, and real, cuddly kitten heads.
“We just really wanted to make something a younger audience could get excited by, and sell a different side of Corolla, other than how practical it is” said Micah Walker, Creative Director Mojo Sydney.
The story continues online with: ‘The Getaway’, an animated graphic novel. Here our hero kitten Max and his sidekick Misty make their way through an adventure in three parts; 9 Lives and Counting; Landing on all Fours; and, The Sound and the Furry. Car pictures and specifications are also featured, nicely integrated into the storytelling. Like a site for a film (the TVC) we’ve created a growing collection of downloadable media too.
“This idea felt perfect for an illustrated strip, we were confident the ad would drive lots of people online and we wanted to give them something just as cool there to get into and share, it certainly feels like a fresh move for a car site and perfect for Corolla” said Joel Thomson, Digital Creative Director, Publicis Mojo.
Check out the action at:
http://corolla.staging.publicisdigital.com.au
TVC: http://au.youtube.com/watch?v=Ckb-wUHj9WU
The campaign went live Sunday 9th Nov 2008 and ended 11th May 2009
CREDITS
Micah Walker, Creative Director Mojo Sydney
Joel Thomson, Digital Creative Director, Publicis Mojo
Grant McAloon & Michael Spirkovski, Creatives
Amanda Wheeler & Damien Pashby, Account Service
Ian Cassidy, Strategic Planner
Jasmin Ferguson & Penny Brown, TV Production
Clint Nielsen, Digital Creative
Hugh Campbell, Lead Developer
Julia Prior, Digital Producer
Alison Dunlop and Oscar Birken, Print & Outdoor
