As part of its Masters of Self-Expression campaign, Toyota set up an event at Westfield Stratford that involved a performance from artist Le Fil and the opportunity for event attendees to find their unique voice.
At the event, Toyota had Le Fil create a "live, 3D, interactive car poster" for the Toyota AYGO and in between sets, the drag artist encouraged people to dress up and pose on the set to create their very own campaign poster. Complete with a customizable headline, these posters were made available to share on one's social media accounts.
For its Masters of Self-Expression campaign, Toyota also worked with other performance artists, including Stella Meltdown, Liquorice Black and Alfie Ordinary to create a series of fun, artful videos. The activation is set to be turned into a documentary-style film.
Drag-Themed Automotive Events
Toyota's 'Masters of Self-Expression' Encouraged Dress-Up in Gowns
Trend Themes
1. Drag-themed Automotive Events - Opportunity for automotive companies to create interactive events that blend drag performances and self-expression to engage with a broader audience.
2. Masters of Self-expression Campaign - Opportunity for brands to create campaigns that empower individuals to embrace self-expression and create personalized content.
3. Documentary-style Film Activations - Opportunity for brands to turn their activations into documentary-style films to extend the lifespan and reach of the campaign.
Industry Implications
1. Automotive - Opportunity for automotive companies to tap into the drag culture and collaborate with drag artists to create unique marketing experiences.
2. Fashion - Opportunity for fashion brands to incorporate drag-inspired elements and create disruptive marketing campaigns that celebrate self-expression.
3. Entertainment - Opportunity for the entertainment industry to produce documentaries or reality TV shows that showcase the world of drag and automotive events.