2018 Winners & Shortlists

Brief Explanation

Toyota - and particularly the Toyota Corolla - has a stuffy image in the Middle East. Toyota cars, vans and trucks have a strong reputation for reliability, but few would choose a Toyota Corolla as their first car straight from passing their driving test. With a new Sport offering for 2018, Toyota wanted to flip this misplaced perception on its head, showcasing the modern, stylish side to the Corolla, which was first introduced more than 50 years ago. We visualised with our TVC a rebirth of the Corolla brand - a coming-of-age of a car that has stood quietly as a symbol of trustworthy and consistency, but little else. Until now. No longer is the Corolla a car your grandfather would be proud to drive to the supermarket. Washed away is the misconception that the Corolla is anything other than one of the most stylish accessory on four wheels.