While at Saatchi & Saatchi, I had the privilege of overseeing the relaunch of the Toyota brand. “Moving Forward” was launched with much fanfare, highlighted by a 60 second commercial and a “takeover” of Las Vegas featuring one of the first ever ads on the outside of the Luxor hotel.
Unique logos/brandmarks were developed for Toyota cars and Toyota trucks, both using the Moving Forward tagline. With over $1B in yearly advertising spend, one of my main responsibilities was developing and distributing the brand usage guidelines across the entire Toyota corporate and retail networks.
We also created several brand-related commercials and print materials, as well as environmental and community based efforts.
The tagline outlasted several of its predecessors, having been used until 2012.
Here are several samples of the ads, guidelines and other materials that were created.