stan toyama

For Asians, love and caring are less an outward display and more naturally expressed through food. This cultural insight was the foundational campaign idea and connection to the McDonald's brand.

Social media influencers Wong Fu helped strengthen that connection through organic engagement. Campaign was supported by TV, digital, print. #didyoueatyet debuted late 2015 and continues today.

'Lovin' Story' brand TV: True love, no matter how it's expressed.

ECD / CW Stan Toyama

Group CDs Wonee Paek, Benjamin Hyun

CW Jeff Spiegel

After years of reliance on its price / product construct, 'Promise' is Walmart's first brand effort for Chinese American consumers.

China brand TV addressed the pressing issue of food safety.

Black Friday deals rule in 'Thanksgiving.'

ECD / CW Stan Toyama

CD Wonee Paek CW Jeff Spiegel

'Thanksgiving' CD / CW Ting Lin

Twitter-fueled rumors and questions about McDonald's food quality provided the backdrop for this multichannel campaign. Ex-Mythbuster Grant Imahara takes viewers behind the curtain for a first-ever look at how McDonald's food is made.

The effort succeeded in generating positive and self-leveling conversations across social media.

Campaign also included experiential installations, TV produced by partner agencies DDB and Alma DDB. Golin Chicago curated real time Twitter exchanges.

ECD / CW Stan Toyama

Group CDs Sisi Zhang, Harry Truong, Benjamin Hyun

Rebrand for Los Angeles County Fair included website redesign, print, and OOH. Featured is the client-approved prototype with an organic and contemporary look / feel to better reflect the LA vibe. Site reverted back to the previous iteration after agency and client parted ways.

ECD / CW / UX Stan Toyama

CW Harry Truong AD Sisi Zhang

UX / UI Alex Louie

City of Hope's debut outreach to the Chinese American community featured Alex and his medical team's successful fight against cancer. This branding effort improved unaided recall, increased inquiry phone calls, and generated positive community response. Campaign included digital and traditional channels.

ECD / CW Stan Toyama

Group CD Ting Lin

Multimedia campaign featured world-renowned physicians and scientists. Other assets: TV, print, radio, owned website.

Korean OOH copy: Cancer is complex. You need an innovative cancer center.

Consult with Yanghee Woo, M.D. CityofHope.org/Korean

City of Hope. Cancer research and treatment center.

Korean copy: Cancer is complex. You need an alternative. You need an innovative cancer center. Meet Yanghee Woo, MD. One of our renowned surgeons pioneering lifesaving cancer treatments.

Learn more. City of Hope. Cancer research and treatment center.

Mandarin copy: Cancer is complex. You need an alternative. You need an innovative cancer center. Meet Hua Yu, Ph. D. One of our renowned scientists pioneering lifesaving cancer treatments.

Learn more. City of Hope. Cancer research and treatment center.

The classic taste test, Hardee's style.

AD  Stan Toyama / Adrianna LaShelle

CW  Matt Bogen / Shelley Barker 

As education is a top priority for Asian Americans, this long running national event with the collaboration of local owner/operators and public affairs officials provides comprehensive information on the college experience and endorsement appearances from relevant community influencers. Each event is a PR/advertising team effort supported by print, collateral and free branded merchandise.

ECD Stan Toyama

AS Flora Zhao

AS Benjamin Hyun

Digital pre-roll.

This recruitment campaign follows Ken in his soul-crushing office life and later transformed as an independent Farmers agent. Campaign targeted Korean and Chinese American small business owners and leveraged the cultural insight of self-determination as the pathway to success.

The spare animation style was used for strategic impact. Supported by in-language newspaper buys.

ECD / CW / AD Stan Toyama

The smooth riding RX. Most of the time.

SC Coupe and Lexus Tomba Tour print.

AD / CW Stan Toyama

CW Matt Bogen, Mike Folino

With the holidays marked by overspending, the Acura Season of Reason Sales Event introduces the idea of oversaving.

Constructed as :25/:05s for dealer customization.

AD  Stan Toyama   CW  Rich Siegel

Part of a total market effort: McDonald's FIFA Sweepstakes offers young Korean American soccer fans the opportunity to win big.

ECD / CW Stan Toyama

CD Wonee Paek CW Jeff Spiegel

Experiential component of our Summer Beverage campaign highlighting summer treats: a free pop up concert by Run River North at a San Jose, CA McDonald's and RRN fan engagement / merch. RRN have a strong Asian American millenial fan base.

Summer Beverages TV: The band are fans of the McD brand which added authenticity to the campaign. Transadapted for Chinese, Korean, Filipino consumers.

ECD / CW Stan Toyama

Group CDs Sisi Zhang, Benjamin Hyun

CW Harry Truong

Southern California Edison needed to increase unaided awareness for safety around power lines.

Featuring pre-roll executions, this multichannel effort utilizes stick figure animation to clearly communicate dangerous situations and the resolution. We also relied on a bold palette to amplify recall and effectiveness. Unaided awareness doubled in less than one year's time. Transadapted in Mandarin and Spanish.

ECD / CW / AD Stan Toyama

Group CD / CW Ting Lin

Digital campaign features energy savings tips and targets small business owners / homeowners.

ECD / CW Stan Toyama

Group CD / AD Wonee Paek

Winter wonderland and the MDX. Ho ho ho.

AD  Stan Toyama  CW  Rich Siegel

No scantily-clothed women. Bourbon and breakfast instead.

AD / CW Stan Toyama

CW Matt Bogen, Simone Sato

Young Asian Americans rank near the top in almost every statistical category from education to fashion and cultural influence. Voting? Not so much. This helped light a fire.

ECD / CW Stan Toyama

AD Ji Bak CW Andy Tillman

Worlds collide in gig mode.

Director / DP / CW / AD  Stan Toyama

Eat, sleep, breathe it.

CD / CW / AD Stan Toyama

LA Auto Show installation video produced to heighten the auto show experience. Shot in multiple locations and scored with original music.

Below, our Times Square idea promoting the 306hp Genesis Coupe. The 'But officer...' construct meshed high performance footage with a variety of excuses for speeding. Another set of nine excuses were rotated in. The video has noticeable artifact but the idea is clear. Location photo shows 'split' screen set up.

CW / AD Stan Toyama

CW Kirk Gentry

PSA campaign: posters, bus shelters.

The executional strategy was to invite closer inspection by juxtaposing the horrific nature of child abuse with compelling art direction and photography.

CW / AD Stan Toyama

CW Rob Schwartz

High rollers with speed-trap spidey sense, come on down!

CD / CW / AD  Stan Toyama

The pain from studs pushing through normal shoes was solved by adidas' innovation. Produced as bus shelters, posters.

AD / CW Stan Toyama

CW Glen Wachowiak

Double A Paper wanted to establish a brand personality leading with their core product: the all too generic copier paper. We suggested leveraging the time-honored workplace tradition of creative photocopying.

CW / AD Stan Toyama

CW Perrin Lam

Client wanted to communicate their services by spotlighting problem / solution in a memorable way.

CD / CW / AD  Stan Toyama

Bus transit boards.

Arena football played on an indoor field the size of a hockey rink with fans way up-close and personal? That's a different brand of sport: non-stop action, higher scoring, and harder hitting than old school.

So, pretty much the tagline: hardcore football, hardcore fans.

AD / CW Stan Toyama

CW Matt Bogen