HYRYDER

For the launch of the Toyota HyRyder, we needed a powerful idea that made the shift to hybrid feel timely and relevant. “It’s HY Time” delivered that clarity. Playing on the ‘HY’ in HyRyder, the idea signaled that now is the right moment to switch to hybrid. The ‘HY’ evolved into a distinctive visual and verbal device across the campaign—creating a memorable, ownable identity and marking Toyota’s confident step into a new era of driving.