Sienna Unexpected Cool

Direct mail piece that celebrates Parent's Day aimed at unexpectedly cool parent's who own Siennas. The campaign was intended as an evolution to Toyota's iconic "Swagger Wagon" idea that targeted consumers on a more one-to-one level. The DM is a teaser that rolls out to reveal the word "PARENTS," while telling the story of how each letter relates to a feature in the minivan and a relatable characteristic. The piece drives to a landing page to learn more about real parents and social influencers who compare their craft and profession in relation to the usability of the vehicle.