The Book of Truck

In order to attract existing customers and qualified prospects to the all-new Toyota Tundra, we needed to connect with truck owners and demonstrate a deep understanding of their lives, and their needs. Based on the insight that what a truck does is tied directly to the owner’s sense of personal pride and performance, The Book of Truck was born and, based on the results, it told a very compelling story.

  • Role Creative Director, Art Director
  • For Toyota
  • Type DM (addressed)


Personalized story