The joy of | Kai & Zen
Toyota is always among the top-scorers in the yearly customer loyalty survey. That fact was the stepping stone for our concept; 'The joy of' ('Glæden ved' in Danish). It highlights the joy of everything driving one of the most reliable cars, to the joy of having Denmark's best-rated service ... and the joy of getting a good deal on your new vehicle.
To support the campaign and let the brand spread a little joy, we created two witty characters, Kai &/ Zen. They are bridging Japanese pursuit of perfection with the Danish charm and charisma,
By the way - Kaizen is Toyota's mantra and can be translated as 'always improving'.
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The making of ...
Kai & Zen were created with David Ebbesen's cool drawings and Frame's technical skills and endurance.
By the way, their names are derived from Toyotas keyword 'Kaizen' that translates into 'Everything can always be made better'.
