Toyota has always supported the Latino community. To bring this to life, we created an activation celebrating the traits that make Latinos an unstoppable force, and the people who instilled those traits in their lives
First, we created a series of license plates featuring various positive traits that hispanics embody.
Then, we arranged all those license plates on a large wall
Conference attendees were invited to select a trait that they embody, remove that plate from the wall, and replace it with a plate featuring the name of the person who inspired that quality