Quirk’s

In today’s ever changing marketplace, brands must do more than just show up—they must resonate. In this joint presentation, Collage, Toyota, and its agency Burrell share the inside story of how cultural insights became the catalyst for one of Toyota’s most successful multicultural campaigns: You Can’t Stop My Drive.

This session will explore the collaborative process behind the campaign’s development, from leveraging deep consumer research across diverse segments to applying Collage’s proprietary Brand Cultural Fluency and CultureRate: Ad Testing frameworks. Attendees will gain a behind-the-scenes look at how these insights shaped strategy, creative development, and media planning, resulting in authentic storytelling that connected with the core targets of Black Men, Fence-sitters, and Millennials. 

We’ll reveal the measurable business outcomes—from improved brand perceptions to significant lifts in ad performance and brand favorability—that underscore why cultural fluency is not a “nice-to-have,” but a business imperative. Whether you’re building brand love, rethinking your multicultural strategy, or navigating shifting consumer expectations, this case study offers actionable takeaways for marketers who want to lead with culture and deliver impact.

What You’ll Learn:

• How to use cultural insights to build emotional connections with high-growth segments
• Why cultural fluency is no longer a “nice-to-have,” but a business imperative
• How Toyota validated campaign success using CultureRate:Ad, the industry-leading ad testing framework for cultural resonance

Want to Learn More? Book a meeting with one of our team members at Quirks! We can help you unlock growth through cultural intelligence.