Toyota has unveiled its new look RAV4 model car in a two-part campaign via BWM Dentsu. Launched on Sunday, the campaign takes the ‘anything goes’ attitude of the new RAV4 in two distinctly different creative directions.
The campaign consists of a TVC for above the line use, as well as a series of content videos to be hosted online and driven exclusively through digital and social channels.
Asheen Naidu, executive creative director, BWM Dentsu, said the agency was proud to have worked on such an engaging campaign. “The automotive sector is notoriously crowded. To get our message across we couldn’t rely on a cookie-cutter idea or execution – we needed to find a new way to stand out.
https://www.youtube.com/watch?v=QL6VMdd78DQ&feature=youtu.be
https://youtu.be/MyJKOhoH4hM
https://youtu.be/20EMPDjKJ6Q
https://youtu.be/vRQHwaSoQ8U
“We intentionally took a different approach on this project. Creating bespoke executions for the traditional and digital components of the campaign allowed us to communicate the benefits of the new RAV4 in the way that would work best for each medium.”
The campaign will run across TV, digital and social, including Facebook, YouTube and Instagram.
CREDITS
Brand TVC
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing
Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Revolver
Stephen Carroll – Director
Tobias Webster – Producer
Post Production: The Butchery
Graeme Pereira – Editor
Billy Wychgel – Grade
Drew Downes – Online
Music and Sound: Nylon
Stuart Welch – Sound Designer
Scott Langley – Music Arranger / Composer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”
Content Videos
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing
Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Infinity2
Dan Reisinger –Director
Annie Schutt – Producer
Post Production: Infinity2
Morgan Benson Taylor – Post Producer
James Ashbolt – Editor
Music and Sound: Nylon
Stuart Welch – Sound Designer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”
Performers: Rusty and Another Guy
Rusty Berther – Writer/Performer
Mike McLeish – Writer/Performer
