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Toyota
Brand Campaign
THE JOY OF ...
Toyota has long been one of Denmark’s most trusted car brands—consistently topping customer loyalty surveys year after year. That insight became the foundation for a broader, emotionally-driven campaign built around a simple truth: there’s real joy in choosing Toyota. From driving one of the world’s most reliable vehicles to experiencing Denmark’s best-rated service—or just getting a great deal—the campaign celebrates “The Joy of | ...” all the things that make Toyota ownership feel effortless.
To bring this platform to life, we introduced two new brand characters: Kai & Zen. Inspired by Toyota’s Japanese heritage and its guiding principle of Kaizen (“always improving”), the duo blends Japanese precision with Danish wit and warmth, embodying the spirit of the brand in a way that’s both meaningful and memorable.
Strategically, “The Joy of | ...” became the unifying line across all Toyota Denmark communications, while Kai & Zen kept things light, humorous, and unmistakably Toyota—strengthening a tone of voice the brand had been known for and loved over the years.
The birth of Kai and Zen
Kai & Zen came to life through a close collaboration between David Ebbesen’s sharp character design and Frame’s technical craft and stamina. Together, they gave the two personalities depth, charm, and just the right amount of mischief.
Fun fact: their names are inspired by Toyota’s guiding philosophy, Kaizen—which translates to “everything can always be improved.” A perfect match for two characters built to bring joy, purpose, and a bit of playful wisdom to the brand.
Toyota Denmark is the Danish arm of one of the world’s most trusted automotive brands. Known for market-leading reliability, top-rated service, and a strong customer-first approach, Toyota Denmark consistently ranks among the highest in customer loyalty. With a commitment to innovation, sustainability, and everyday driving joy, they continue to set the standard for modern mobility in the Danish market.
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