The Legendary 4Runner is finally back after 15 long years. But in that time sadly lost it's identity. We were tasked with redefining it for a new generation. Firmly establishing that there's no other vehicle that can unlock the awe of the great outdoors in the same way 4Runner can. And showing them it's not just a truck, but your "Window to the Wild."
National Broadcast - Into the Wild
Digital/Social - Full Screen
Digital/Social - Jam Session
Digital/Social - Unsteady Ground
Spectacular OOH - Las Vegas Sphere Takeover
Social - Faces of Awe
To enhance our social campaign we turned our lens briefly from the truck, to the driver. Capturing a feeling of awe on these real adventure seekers faces and turning it into another Window to the Wild.
Toyota.com/4Runner Page Takover
When we proposed a website takeover of the 4Runner vehicle page, we wanted to surprise and delight the viewer with a dash of awe, but we didn't want to distract from the pages true intention: to sell vehicles. So we were strategic about it. We used the existing imagery on the site and augmented it with creatures from our world. We added our feature focused digital videos to replace the existing more straight-forward ones. We added a new interactive "Wildview" tab with clickable taxonomies of our creatures. And most importantly we made the takeover sporadic. There one day, gone the next...just like out in nature.
