Toyota New Zealand wanted to launch the Toyota Drive Happy Project which is set to transform the way New Zealanders buy and own a new car. The project pioneers a new way of doing business with private and business customers and is part of the changing face of mobility worldwide. Toyota needed a campaign to bring the Toyota Drive Happy Project to life, personifying the five key new car buying "bothers" Toyota is looking to change.

Toyota-commissioned research identified the likes and dislikes about the current buying experience. The top five "bothers" according to the surveyed New Zealanders were - haggling over price, hard sell from salespeople, the time involved in customisation, the test drive experience and buyer's remorse. Each of these "bothers" has been brought to life as an animated character, created by our artists.