# Drag-Themed Automotive Events Toyota's 'Masters of Self-Expression' Encouraged Dress-Up in Gowns By Laura McQuarrie | Published 2018-03-02 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/masters-of-self-expression References: [toyota](https://www.toyota.co.uk/go-your-own-way/stella.json) As part of its Masters of Self-Expression campaign, [Toyota](https://www.trendhunter.com/trends/toyota-aygo-x-undercover) 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](https://www.trendhunter.com/trends/artistic-experience)" 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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 76% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **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. - **Masters of Self-expression Campaign:** Opportunity for brands to create campaigns that empower individuals to embrace self-expression and create personalized content. - **Documentary-style Film Activations:** Opportunity for brands to turn their activations into documentary-style films to extend the lifespan and reach of the campaign. ### Industries Being Reshaped - **Automotive:** Opportunity for automotive companies to tap into the drag culture and collaborate with drag artists to create unique marketing experiences. - **Fashion:** Opportunity for fashion brands to incorporate drag-inspired elements and create disruptive marketing campaigns that celebrate self-expression. - **Entertainment:** Opportunity for the entertainment industry to produce documentaries or reality TV shows that showcase the world of drag and automotive events. ## Related on Trend Hunter - [Collaboration Fashion Designer Vehicles](https://www.trendhunter.com/trends/toyota-aygo-x-undercover.md) - [Car-Branded Toy Collectibles](https://www.trendhunter.com/trends/starbase.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Motorsport-Style Joint Apparel](https://www.trendhunter.com/trends/carnival-x-toyota-gazoo.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Music-Supporting Auto Brands](https://www.trendhunter.com/trends/music-will.md) - [Dynamic Australian Automobile Platforms](https://www.trendhunter.com/trends/toyota-go.md) - [Customized Character-Themed Vehicles](https://www.trendhunter.com/trends/elphaba-tx.md) - [Immersive Auto-Focused Artistic Experiences](https://www.trendhunter.com/trends/artistic-experience.md)