Toyota “White Crown”
Redefining Luxury Through Color
Since its debut in 1955, the Crown has been fundamental to Japan's automotive foundation. As a symbol of prestige, it has consistently led the domestic luxury car segment to this day.
In the mid-1960s, as personal car ownership began to take root in Japan, luxury vehicles were still primarily associated with corporate use and traditionally finished in black. Our “White Crown” campaign challenged this convention by appealing to individual buyers.
The campaign leveraged the purity, cleanliness, and brightness of white to drive the brand image forward. By positioning white as the color of aspirational living, it overcame the equation of luxury with black and ushered in an era where white became the definitive color for premium vehicles. Through this evolution, the Crown has continued to transform its image with the times while strengthening its brand equity.
Graphics
In an era when a black, company owned car was the picture of high-end cars, the advertising campaign that provoked demand for personal Crown ownership was the “White Crown” campaign. Overturning the idea that black equals high-end with the clean, immaculate and bright look of white, it created a new brand image. The Crown underwent a transformation in its image in each era to become the well-known brand that it is today.
Credit
- Creative Direction
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- Yusuke Kaji
- Art Direction
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- Issei Kawabata
- Design
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- Issei Kawabata
- Takashi Miyamoto
- Copywriting
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- Hiroo Nakajima
- Photography
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- Muneo Maeda
- Agency
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- DENTSU *
* Non-NDC staff
