Toyota Professional enters 2nd round with Grand Theft Auto illustrator Stephen Bliss

“Für Macher gemacht” is the motto of Toyota’s powerful commercial vehicle campaign.

Designed by The&Partnership Germany, the award-winning illustrator Stephen Bliss, formerly responsible for Grand Theft Auto – one of the most successful computer game series in the world – gives the key visuals their striking look. Thus, Toyota Professional, as the master of leasing, appeals to all masters of the handicraft.

“With the Proace Electric models, we are for the first time also fully electric in the fleet sector on the road – this novelty needs a correspondingly attention-grabbing B2B campaign” says Marc Gniostko, responsible Marketing Communication Specialist at Toyota.

“The campaign was a complete success; both with Toyota partners and commercial customers – that called for a continuation!” says Oliver Kapusta, creative director at The&Partnership Germany.

The B2B campaign (launched fort he first time in 2020) includes city lights as well as ads in print media such as Die Deutsche Handwerks Zeitung and other communication organs of the Chambers of Crafts – and was also played out specifically in digital channels media – according to the protagonists professions who embody the campaign.

Other campaign assets included a microsite, a mailing, social media assets and large-format banners in B2B environments, as well as POS equipment. There was also a national out-of-home campaign with 18/1 posters in the environment of DIY and specialty stores.

The absolute highlight is the one that puts the Proace Electric in the spotlight. The mural was implemented together with CROMATICS and can be seen in the Ehrenfeld district of Cologne until mid-September 2021.

Senol Kasapoglu – Head of Marketing Communications at Toyota Germany: “In this lively, urban environment with this unusual placement, the commercial campaign message comes across particularly well and with a wink.”

The making-of can be seen here: