Toyota and Conill wanted to change that. With newly designed aggressive features, like dynamic transmission and tighter suspension (not to mention a sharper aesthetic), Toyota made sure everyone knew that a change had arrived. Conill looked for a partner who would be able to build a campaign around these fresh, sporty features and connect with individuals who identified with the “stand-out-from-the-crowd” persona—a key audience segment that seeks excitement and fun. As a digital marketing studio with the capacity to easily build out variations within frameworks, Fancy Pants was well-equipped for the job.