NEVER UNDERESTIMATE
THE POWER OF A NUDGE
Concept:
Power of a Nudge.
“Nudge” is the name of Burrell's new brand campaign for Toyota. We wanted to remind our African American target that Toyota is about a lot more than selling cars. Toyota is a mobility company that is continuously performing acts of goodwill on a community level.
To highlight the giving spirit of the brand, we created http://NeedANudge.com. This website allows visitors to nominate a non-profit organization in need of a nudge. Visitors are prompted to upload a video up to 60 seconds explaining why that organization is so deserving. The public can vote for their favorite videos during the voting phase, and the top 15 qualifying organizations with the most votes will receive a nudge from Toyota, in the form of a 10K grant. To drive people to the website, we created digital and social assets, including a 30-second broadcast spot called “Training Wheels.”
“Training Wheels” depicts a father, nudging his young son, Jalen, as he learns to ride a bike. As his son grows over time, we see real grassroots community organizations nudging him forward. Each one pivotally influences him, instilling confidence, knowledge, and skills that help his development. The spot ends with Jalen as a fully formed, successful man, being celebrated on stage as he receives an award. We remind people to “never underestimate the power of a nudge”, as we reveal a super leading people to needanudge.com.
Role
Senior Art Director/ACD
Team
Corey Seaton - GCD
Stanley Yorker - CD Writer
Project
Power of a Nudge
Client
Toyota USA
Agency
Burrell Communications
Movements are started
when people with great ideas
are given a nudge.
Communities all over the nation are nudging the ideas of some of the most intelligent, talented, altruistic people around. We call them movement makers. As an advocate for mobility, Toyota wants to join the movement. Toyota as a brand is not only willing to highlight the stories of movement makers, but one that’s seeking out great ideas while supporting them through a series of micro-nudges.
Toyota Training Wheels :30
Training Wheels: 30
Three organizations and leaders shared stories on our platform,
with monetary aid.
Paulana Lamonier
Founder, Black People Will Swim
Dr. Khalid El-Hakim
Founder, Black History Museum 101
Demetrius D. Harris
C0-Founder, Fly Compton Foundation
We allow the
public to nudge
their community.
To start, we made "needanudge.com" so people can suggest a deserving organization to get a $10,000 grant from Toyota.
The Need a Nudge Campaign had legs!
Our campaign performed exceptionally well, surpassing all expectations. Following this success, we launched our presence at Complex Con with an extension of giving creators Nudges as well and initiated the highly anticipated After The Nudge Podcast, to showcase all the people who were acted by the Nudges they got.
After the Nudge Podcast.
To start, we made "needanudge.com" so people can suggest a deserving organization to get a $10,000 grant from Toyota.
