The Toyota Ever-Better Expedition was the realization of Toyota’s President Akio Toyoda. His goal was to get engineers and test drivers out from behind their desks, driving their vehicles, feeling the road and obtaining customer feedback from the roads of five continents.

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.