How Toyota Used Cultural Bravery to Shift Lanes and Reconnect with a Key Audience
Representatives from Burrell, Toyota's creative agency, shared how they were able to leverage a 'deep culture' approach to unlock a powerful insight about Black men, an audience Toyota had lost
The Toyota "You Can't Stop My Drive" campaign reveals what happens when a brand trades surface-level targeting for deep cultural listening. Research by Burrell into Black men's lived experiences reshaped how the team at Toyota measures relevance and earns long-term trust.
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