How Toyota and Lunay Made Fans the Star of Todo O Nada
Toyota's 'Lunay x Toyota Featuring You' campaign is a 2021 United States digital initiative, created by agency Conill, that invited fans to insert their own face into the official music video for Lunay's single 'Todo O Nada' using face-swapping technology, tying the interactive experience directly to the launch of the 2021 Toyota Corolla Apex Edition.
The campaign launched in August 2021, targeting US Latino audiences through Toyota's social media channels under the handle @ToyotaLatino and through a dedicated microsite. Participants photographed their face on a mobile device, which the platform then transposed onto one of the principal characters in the video game-inspired music video. The resulting full-length video was downloadable and shareable, transforming each participant into a distributable piece of branded content. The participation window ran through September 28, 2021, as documented on clapboard.com.
Every fan who registered and generated a personalised video was automatically entered for the chance to join an exclusive virtual meet and greet with Lunay, scheduled for several weeks after the campaign closed, according to conill.com. The official music video itself appeared on Lunay's YouTube channel and had accumulated more than 31.9 million views, as recorded in the video's metadata. The campaign was submitted by Chief Communications Officer Chris Traina of Conill and was recognised as an Ad Age editor's pick, as stated by conill.com. It earned a Clapboard Score of 82 out of 100.
Toyota structured this campaign around a single consumer truth: Latino music fans do not merely consume culture, they participate in it. By anchoring the 'Featuring You' activation to Lunay's 'Todo O Nada' release, Toyota positioned the 2021 Corolla Apex Edition inside a cultural moment rather than alongside it, a distinction that separates the campaign from conventional automotive sponsorship.
The strategic logic draws on Conill's long-standing relationship with Toyota Motor North America, which dates to January 1987, according to the American Association of Advertising Agencies agency profile. Over more than three decades, Conill has built a playbook centred on cultural specificity rather than demographic translation, and the Lunay partnership exemplifies that approach. Reggaeton as a format is not incidental: the genre commands sustained engagement across US Latino streaming audiences, giving Toyota an organic entry point into a community where banner advertising generates minimal trust.
In the United States, competition for Latino car buyers is intensifying. General Motors and Hyundai–Kia both operate dedicated multicultural marketing units targeting the same demographic, applying pressure on Toyota's share of that audience. By moving the brand into the music video format — rather than advertising around it — Toyota created an environment where the Corolla Apex Edition appears as part of the storytelling rather than as an interruption. The video game-inspired visual language of 'Todo O Nada' also speaks to a younger cohort of US Latino consumers who index highly on interactive digital experiences, as consistently noted in multicultural media research. The social media campaign architecture, anchored to @ToyotaLatino, ensured that every shared personalised video functioned as an organic brand impression within the participant's own network.
The creative execution centres on a real-time face-swapping technology platform built to operate at consumer scale on mobile devices, allowing any fan to become a lead character in a professionally produced music video.
The video game-inspired aesthetic of 'Todo O Nada' was not chosen arbitrarily. Its heightened, stylised visual world provided the compositional consistency that face-swapping technology requires to function convincingly: stable lighting conditions, defined character positions, and predictable framing allow the transposition algorithm to produce results that hold under scrutiny at full-length playback. This production discipline is what separates the execution from novelty filter experiences — the output is a complete, downloadable music video, not a looping clip.
Verónica Elizondo, a Conill executive, described the project in a December 2021 interview with LatinSpots as 'un video musical interactivo que hicimos en colaboración con el cantante de reggaetón Lunay,' situating it alongside the agency's 'Goool to the Gold Cup' mobile game as one of two standout interactive projects from that year. Her framing underscores that Conill approached the Lunay execution as a genuine digital product rather than an advertising overlay. The microsite at lunayxtoyota.com served as the technical delivery mechanism, handling image capture, processing, and video rendering in a single mobile-native flow, with the completed video made immediately available for download and social sharing. The official music video, which anchored the experience, was distributed through Lunay's YouTube channel and featured production by Buena Vibra Group as the digital team, with management by Rebeca Leon, as credited in the video's official metadata. The campaign was published in the United States in August 2021 and contains one primary media asset, as documented by clapboard.com.
The 'Lunay x Toyota Featuring You' campaign won three Bronze awards at the 2022 Clio Music Awards in the Technology, Innovation and Partnerships category, according to the Clio Music Awards. This recognition is the primary independently verified performance signal for the campaign, confirming that the work met the industry's standard for creative innovation at the intersection of music and brand partnership.
No verified sales or conversion data connecting the campaign directly to Toyota Corolla Apex Edition purchase behaviour is publicly available. What the structural mechanics do confirm is that every participant became an active distribution node: a downloadable, shareable, personalised video carries the Toyota Corolla Apex Edition through social networks organically, compounding impressions without additional media spend. The official 'Todo O Nada' music video accumulated more than 31.9 million views on YouTube, as recorded in the video's metadata, providing a scale reference for the audience the campaign was positioned within.
Conill noted the campaign was selected as an Ad Age editor's pick, as stated on conill.com, indicating trade-press recognition in addition to the Clio honours. The virtual meet and greet with Lunay, offered as an incentive for participation, created a direct value exchange that moved registration behaviour beyond passive engagement. The campaign's Clapboard Score of 82 out of 100 reflects strong creative differentiation, proven technological ambition, and measurable award validation, tempered by the absence of publicly disclosed campaign-level engagement or sales metrics.
Toyota's 'Featuring You' campaign was a 2021 US digital activation created by Conill that used face-swapping technology to let fans insert themselves into Lunay's official 'Todo O Nada' music video. The experience promoted the 2021 Toyota Corolla Apex Edition and ran through September 28, 2021, as documented on clapboard.com.
Fans visited lunayxtoyota.com or Toyota's @ToyotaLatino social channels and photographed their face on a mobile device. The face-swapping technology transposed the image onto a principal character in the 'Todo O Nada' video. The completed full-length video was then downloadable and shareable, per clapboard.com.
The campaign won three Bronze awards at the 2022 Clio Music Awards in the Technology, Innovation and Partnerships category, according to the Clio Music Awards. Conill also reported it was selected as an Ad Age editor's pick following its August 2021 launch in the United States, as stated on conill.com.
Conill created the 'Lunay x Toyota Featuring You' campaign for Toyota. Conill has worked with Toyota Motor North America since January 1987, according to the American Association of Advertising Agencies. Chief Communications Officer Chris Traina of Conill submitted the campaign, as documented on clapboard.com.
The campaign promoted the 2021 Toyota Corolla Apex Edition. The Corolla Apex Edition appeared throughout the video game-inspired 'Todo O Nada' music video as an integrated part of the narrative, rather than as a conventional product placement, positioning the vehicle within Lunay's creative world for US Latino audiences.
Every fan who registered and created a personalised video was entered for a chance to join an exclusive virtual meet and greet with Lunay, scheduled after the September 28, 2021 participation deadline. The incentive was designed to drive registration behaviour beyond passive viewing, according to conill.com and clapboard.com.
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