DMS Media's achievements

For International Women’s Day 2025, we partnered with DMS Media to produce 'A Letter to My Younger Self' as part of the global #AccelerateAction campaign. The film featured Olympian Andrea Spendolini-Sirieix writing a reflective letter to her younger self, touching on themes of pride, perseverance, and womanhood. These themes aligned closely with Toyota’s “Let’s Go Beyond” mission and allowed us to tell a meaningful, authentic story around personal growth and resilience.

DMS managed the full creative development and production of the social-first film. They delivered a high-quality output that performed well across key channels, Instagram, Facebook, YouTube, and LinkedIn, generating strong engagement and positive sentiment. The content also resonated with Andrea’s own audience, helping to further strengthen the credibility and authenticity of our partnership with her.

While DMS’s role was focused on the external content, the project also inspired a follow-up initiative developed in-house. Building on the same concept, women across the company including directors, managers, and senior leaders shared their own letters to their younger selves as part of an internal communications piece.

The partnership with DMS was smooth and efficient. They were responsive to feedback, aligned with our goals from the beginning, and delivered on time. The final result was a thoughtful and effective piece of content that supported our IWD messaging and broader brand narrative.

Overall, this was a successful collaboration that contributed to a well-rounded campaign. It helped us mark International Women’s Day with content that was both reflective and forward-looking, while also creating space for authentic storytelling within and beyond the brand.

Kadija
Content Lead at Toyota and Lexus GB
27 May 2025

This project offered a unique and refreshing opportunity to reimagine how we communicate one of our most popular models “The Corolla”—by reintroducing emotional depth through a lens rarely explored in automotive marketing: the perspective of children. It allowed us to tap into a more human, heartfelt side of storytelling, bringing together themes of family, pride, and the people behind the vehicle’s creation. This campaign not only needed to support key sales objectives and align with the upcoming Above-The-Line activity, but it also gave us the unique chance to re-emotionalise how we speak about the Corolla - through the honest, curious, and often hilarious perspective of children. From the start, this was a chance to bridge product education with genuine storytelling. By positioning the children of Toyota Motor Manufacturing UK (TMUK) employees whose families are directly connected to the making of the Corolla, we rooted the narrative in authenticity. After developing the concept internally, I worked with teams across product, brand, PR, and production to gain alignment and bring the vision to life.
I also had the pleasure of partnering with DMS Media—Dan Strong, Michael Copus, Jake Hayes, and Scott Perry—who did an exceptional job capturing the right tone. We balanced the kids' charming spontaneity with key messaging around corolla’s features, presenting them in a way that felt light, accessible, and relatable. The final deliverables included a suite of short-form, social-first videos that highlighted the different variants of the corolla while keeping the children’s voices at the heart of the story. Each piece was crafted to resonate with both retail and fleet audiences by reintroducing the Corolla with warmth, humour, and heart.

Aaron Lau
Client at Toyota (GB) plc
22 May 2025

As one of my first major projects working for Lexus, this campaign was a crucial opportunity to set the standard for the quality of work I aim to deliver. It allowed me to demonstrate my strengths in networking, strategic thinking, and creative storytelling bringing authentic narratives to life for the brand.

After developing and pitching the concept internally, we secured buy-in from senior stakeholders across the brand and product teams. We were fortunate to discover a young professional family that perfectly embodied our target audience, which became the cornerstone of the campaign’s authenticity.

I collaborated closely with Michael Copus, Dan Strong, Jake Hayes, and Scott Perry from DMS Media to shape the creative direction. Together, we found the right balance between showcasing the family’s genuine love for the Lexus brand and ensuring that the content aligned with our brand codes and messaging. DMS Media did an exceptional job crafting a story that felt both personal and relatable, resonating with our audience while clearly communicating product value.

The final output: four social-first creative edits, each focusing on different customer-facing themes was brought to life through dynamic and engaging film techniques. Each piece delivered a clear, concise message while maintaining high creative standards.

We put the content through brand testing called System1, where it outperformed influencer-led content commissioned earlier in the year in terms of fast fluency (up-front branding).

To date, the content has achieved over 3.7 million in reach and continues to grow, proving itself as a strong brand-building asset.

Kadija
Client at Toyota (GB) plc
13 May 2025