PROJECT:  Toyota Camry Launch

ROLE: Copywriter

AGENCY: Saatchi LA

2013 marked the 30th anniversary for the Toyota Camry in America. To help the 6.8 million Camry drivers self-identify with their community, we created The Camry Effect, a website built around a series of playful, rapid-fire questions that create an individual Effect. Each effect is built around a simple premise: Every Camry has a story, every story has an effect. Stories like, first kisses, morning commutes and car races. Every story helps enrich the site with real-time data visualization and easy sharing. As each Effect grows and becomes more personal, one can see the true power in numbers behind the Camry Effect and the best-selling car in America.