OOH

Toyota AYGO ‘Go Your Own Way’

The 'Go Your Own Way' campaign for Aygo celebrates people's identity beyond their individuality.

We provided four drag queens with a blank canvas and asked them to express themselves with the assistance of the renowned photographer Kristian Schuller.

Three of them chose to create key visuals that eventually became part of the OOH campaign, while Le Fil decided to stage a grand performance in a shopping centre.

What initially began as a small social campaign evolved into a 360-degree campaign and won the Best Content Campaign at the CRM Awards in 2018.