We were tasked with introducing a new car model for the first time and it needed a clear, distinct and authentic personality. The C-HR is unlike any car in Toyota’s current lineup and therefore needed to appeal to a new type of driver; one who’s looking for a vehicle that’s just as expressive as they are. C-HR is a Toyota, but you wouldn’t expect it to be. We wanted it to be the only vehicle daring enough to embrace the “What can I get away with?” spirit of our mischief makers.
So, to tell this story, we flipped the script on fairy tales. In this TV and print campaign, we turned the normally meek Little Red Riding Hood into the mischievous, sexy, and confident Lil’ Red, who has tamed the “wolf” i.e. the Toyota C-HR, and is ready to spin her own tale.