The Cairns Crocodiles Awards, celebrating campaigns that deliver commercial bite and cultural impact across the region, has been open for entries for the past three weeks, with a much cheaper entry rate up for grabs.
To celebrate, we’re revisiting the campaigns that took home the spoils in 2026. We’ve already sunk our teeth into how Dentsu Japan snapped up the Grand Prix with its fun, mahjong-inspired campaign, as well as how the Japanese agency scored another win in the Radio & Audio Campaign category.
Looking to get a more appetising entry deal? Enter the 2027 Cairns Crocodiles Awards now!
This week we are sinking our teeth into the highly competitive Automotive Campaign category. The Gold Crocodiles was won by Saatchi & Saatchi and Spark Foundry Australia for the agencies work on ‘HiLux – In A Pickle’ for Toyota.
The Toyota HiLux faced a critical challenge in 2024. After a 17-year reign as Australia’s best-selling car, the HiLux had been dethroned.
This was due to existing pressures from a model nearing the end of its lifecycle, declining sales, and fading brand health.
The ute segment was increasingly competitive, with new entrants and established rivals heavily promoting sleek designs, new features, and advanced technology. With no new features or facelift to advertise, Toyota was required to compete on a leaner budget.
Toyota with the help from Saatchi & Saatchi and Spark Foundry needed to remind Australians why the HiLux is legendary. The Publicis agencies did this by reminding Aussies ‘you don’t send a ute to do a HiLux job’.
The spot highlights when the stakes are high, you need a vehicle guaranteed to get the job done, by telling the story of a HiLux saving the day when other vehicles couldn’t. Two HiLux-driving heroes rescue one vehicle after another from a muddy puddle, casually ripping out the tree stump that started the predicament.
The campaign significantly improved brand health metrics, specifically lifting top of mind awareness above 36 per cent, consideration above 59 per cent, desirability above 4.2 per cent and helped the HiLux reclaim its spot on top of the throne. All by emphatically reminding the market that when the stakes are high, the HiLux’s proven capability is more important than any flashy new tech.
Has this campaign revved up your motivation to put your best work forward? Enter the 2027 Cairns Crocodiles Awards now!
