The Toyota Ever-Better Expedition took engineers and test drivers from Mexico to Canada on an 18,000-mile, 17-week journey comprised of private events, consumer event days, visits to manufacturing plants, distribution centers, sales and engineering facilities part of both a mobile campaign and expedition. From busy cities to California’s death valley to the icy back roads of Canada and Alaska, the epic expedition served as a way to collect feedback, while promoting their vehicles. The epic sensory experience allowed Toyota to share footage and stories with the world. Participants engaged and connected with 330,000 fellow Toyota team members at 17 Toyota sales and engineering facilities, 12 Toyota manufacturing plants and 2 private distributors.

MC² was the lead agency of the North American leg of  Ever-Better, managing the three-nation expedition while helping participants engage and connect with 330,000 fellow Toyota team members at 17 Toyota sales & engineering facilities, 12 Toyota manufacturing plants and 2 private distributors.