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NINTENDO X TOYOTA
Step into the Toyota x Nintendo experience, where adventure meets innovation in a dynamic fusion of driving and play. Discover how the Grand Highlander takes center stage alongside iconic Nintendo characters, transforming the journey into a game-worthy celebration of exploration, fun, and family. It’s where real-world horsepower meets pixel-powered excitement—crafted for every kind of driver and dreamer.
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The strategy
We designed this collaboration to fuse two iconic brands—Toyota and Nintendo—into an unforgettable, playful immersive experience that resonates with drivers and gamers alike. At the heart of the activation lies the spirit of adventure and family connection, core to both the Grand Highlander and the Nintendo universe.
Stepping into this space, guests are greeted by a visually dynamic environment where real-world driving meets pixel-powered excitement. The centerpiece: a Grand Highlander transformed into a fully immersive Nintendo gaming hub, featuring custom wraps, interactive screens, and a Mario Kart-inspired setup designed to engage visitors of all ages.
Central to this experience is the seamless integration of Toyota’s emphasis on versatility and innovation with Nintendo’s legacy of fun and exploration. Visitors are invited to connect with the brand through interactive play, driving home the message that both the road and the journey should be filled with discovery, joy, and a few unexpected power-ups along the way.
Always rooted in a human-centered approach, this collaboration reflects Toyota’s dedication to crafting meaningful experiences that appeal to modern families, gaming enthusiasts, and adventurers alike—reinforcing the belief that mobility and play are both essential to living life to its fullest.
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THE CHALLENGES
One of the key hurdles was balancing two powerhouse brands while ensuring each retained its distinct voice. We needed to integrate Nintendo’s playful, interactive energy into Toyota’s sophisticated, family-first narrative without overshadowing either. Additionally, designing an experience that appealed to both automotive enthusiasts and gaming fans required a thoughtful blend—creating an activation that felt seamless, not forced. We were also tasked with crafting a space that not only highlighted the Grand Highlander’s versatility but encouraged attendees to engage, play, and stay awhile—ultimately driving brand awareness, product excitement, and genuine moments of connection.
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THE TAKEAWAY
Underscored here was the power of blending play with purpose. By integrating interactive gaming elements within the Grand Highlander showcase, we successfully bridged two iconic brands, offering attendees a unique, multi-sensory experience. The playful Mario Kart-inspired setup, paired with Toyota’s emphasis on innovation and versatility, allowed guests to engage with the vehicle in a fresh, memorable way. This approach fostered genuine connection—inviting visitors to relax, explore, and interact on their own terms. The result? A dynamic environment where product awareness and brand affinity grew organically, leaving attendees energized, entertained, and deeply engaged.
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NINTENDOX
TOYOTA
Project Role: Associate Creative DirectorTeam: C.Clark - ECD, G. Kim - Art Director, W.Adams - 3D📷 K. Rapier and others
