WE

Toyota Corolla | Culturally connecting with an empowered generation

In a campaign for Toyota’s all-new Corolla, Conill and director David Vergés capture how an empowered Latino generation is standing out and leaving its mark throughout society. In the commercial titled “WE,” Mexican actor and director Diego Luna narrates a storyline filled with cultural cues.

Fashion designer Brenda Equihua added distinctiveness to the wardrobe of a scene by transforming a San Marcos blanket (a fondly owned item found in Mexican households) into a bold fashion statement.

Mexican artist Ricardo Gonzalez, better known as IT’S A LIVING, created a mural using his unique lettering technique where art is amplified as social object. Named “Más Loud,” the mural speaks to a generation that isn’t afraid to be heard.

The bilingual campaign includes broadcast, digital, social and print advertising, along with activations at Billboard’s Latin Music Awards and the Hola Mexico Film Festival.