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The New Toyota Aygo Encourages You To “Go Your Own Way”

Four renowned drag queens of the UK got the chance to make their own ads for the Toyota Aygo, a new car that expresses self-confidence.

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The&Partnership have released their project for Toyota that contains a collaboration with four UK drag artists – who are symbolizing the ultimate masters of self-expression – where they were all able to make their own spot for the Toyota Aygo, which is a small car that brings a sense of fun and freedom to the everyday, and lets people express their own personality and “Go Your Own Way”.

Propped up on Aygo’s long-term spotline ‘Go Fun Yourself’. Working collaboratively with the drag queens – Stella Meltdown, Le Fil, Liquorice Black and Alfie Ordinary, The&Partnership has brought to life the imaginative, cheeky personality of the Aygo.

The whole campaign showcases Aygo’s credentials as the ultimate bold and colourful features of the car, means that owning an Aygo means revealing out your fun side to play. Three of the acts were worked with the award-winning fashion photographer, Kristian Schuller to create their individual print ad campaigns, with an art installation to follow through the upcoming weeks.

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The project will run across out-of-home, social media and in digital including a series of documentary-ish films which capture the story, character and personality of each performer and the creative process behind their print ads.

Creative Director of Team Toyota at The&Partnership, Dom Gettins says,

This was a very different campaign to work on. Liquorice, Stella, Le Fil and Alfie are true creatives in their own right, and collaborating with them… has been an interesting and rewarding process.

Written by Tom Sillars and art directed by Dani Asensio, the films were all-directed by Ben Addelman whose work has been screened at Edinburgh, Durban and Sundance Film Festivals.

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