Toyota “ZERO CROWN”
Tradition Reborn from Zero
Since its 1955 debut, the Toyota Crown has built a solid reputation as a luxury vehicle. Through continuous evolution and timely innovations, it has earned support even among younger generations.
For this 12th-generation Crown, the challenge went beyond promoting a full model change — it demanded reinventing the Crown brand rather than resting on its position as the benchmark for Japanese luxury cars.
The campaign boldly declared its reinvention with the catchphrase “ZERO CROWN.” Still affectionately known as “Zero Cra” among fans and industry professionals, it became a landmark campaign in Crown's history.
Graphics
The Toyota Crown, which had built up a stable image as a luxury vehicle, underwent a full model change in 2003, with new designs for the body, engine and suspension. The campaign, published in newspapers and magazines, gave the car a fresh start with the phrase “Zero Crown.”
Credit
- Creative Direction
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- Hideyo Wada
- Junichiro Iwasaki
- Art Direction
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- Keiichiro Takahashi
- Design
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- Keiichiro Takahashi
- Copywriting
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- Hideyo Wada
- Natsuki Hirata
- Photography
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- Naoki Nishi
- Agency
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- DENTSU *
* Non-NDC staff
