Toyota celebrated real-life family heroes over the weekend by surprising movie goers with customised pre-show honour roll.

As part of Toyota’s ‘Calling all the Heroes’ campaign the in-cinema activation caught footage in the foyer before the Turbo and Planes movies started during weekend screenings over the school holidays.

Footage the ‘hero-cam’ captured was integrated into the pre-show ad so the movie audience’s ‘hero’ members could see themselves on screen.

The activation was handled by TMS, Saatchi & Saatchi, Val Morgan, Hoyts and Captiv8.