In Sweden, Toyota is seen as somewhat of a bland brand, especially among younger consumers. 

Toyota Sweden wanted to challenge the preconception by doing something completely different and unexpected. 

Solution:
GOAT (Greatest Of All Time) is a title bestowed upon legends in sports and pop culture. The Toyota Corolla, the world's best-selling car, has undoubtedly made its mark on history and is the GOAT of the car world.

We wanted to stop people in their tracks, by contrasting a standard headline - ‘Discover Toyota Corolla’ - with an unexpected and surprising image.

Our ad featured not the Toyota Corolla, but a
goat – a playful nod to its best-selling status and a challenge to conventional car advertising.