Toyota asked for a campaign to relaunch Yaris in Mexico. The only advantage of Yaris vs. the competition was safety. However, the main drivers of the category amongst target customers (Young People 18-25) were design, power and equipment. Nevertheless, safety was important for these youngsters' parents. So, what did we do to convey this safety feature and at the same time be appealing to youngsters? We created a different character: Breadstick. Breadstick never achieves to have fun, because of its fragility it always breaks, until it finds Yaris: the only place that provides safety for Breadstick.

The campaign was launched with a 1 minute spot during the final Mexican National Cup football match. The following days, outdoor ads were launched in the main cities as well as in national magazines. The 1 minute spot was launched in movie theaters where it was used as a movie trailer, not as an ad. Several cars were placed outside the movie theaters. In addition to creating catalogues, stamps and postcards, we had stuffed toys given out to our potential clients at the Toyota dealers. We also created banners and a micro-site on the internet. The micro-site has screensavers, images for cell phones and a Breadstick videogame.