To leverage Toyota’s sponsorship of the 2008 Summer Dew Action Sports Tour, we were tasked with developing a creative to generate high rates of youth participation and spectatorship from the collective target of the Generation Y audience (ages 12–29) through a minimum of 200,000 brand interactions and 6,000 hand-raisers. Drawing inspiration from a vintage air show look and feel, Sky Psycho Jamboree successfully reinterpreted action sports by employing the illustration style of Tavis Coburn. Creatively, the campaign stood head and shoulders above the typically overdone youth sports design clutter. Sky Psycho Jamboree presented Toyota as a credible, authentic and relevant brand to a young, and aesthetically savvy audience.
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