Saatchi & Saatchi Launches Toyota Hilux’s ‘Most Unbreakable Ever’ Campaign
Saatchi & Saatchi Sydney is set to launch a major new campaign for the next generation Toyota HiLux during the up-coming AFL Grand Final.
The “More Unbreakable Than Ever” campaign celebrates the legendary unbreakable HiLux by dramatising what it goes through to maintain its iconic status.
Mike Spirkovski executive creative director at Saatchi & Saatchi Australia said: “Australia has some of the toughest driving conditions in the world and the fact that we test the Toyota Hilux right here in our own backyard says a lot about its Unbreakable stature. I also think there’s nothing like a good product demonstration to help show that the all new Hilux can take just about anything Aussie life throws at it.”
The multi-channel campaign leverages all key touchpoints inc. Television, social, CRM, outdoor, Digital and of course key sponsorship integration.
Katie Thompson corporate manager, brand management & communications at Toyota Motor Corporation Australia: “HiLux is one of our most important models in the Australian market, playing a fundamental role in our heritage and connection with our Australian customers.
“With extensive local development the new-generation HiLux is the toughest, most comfortable HiLux ever, so it was an exciting opportunity to challenge Saatchi & Saatchi to communicate the advanced features in an entertaining way. Using the tongue-in-cheek humour that we’ve come to expect of HiLux, the new campaign does just that.”
CREDITS
Toyota Motor Corporation Australia
Brad Cramb, Chief Marketing Officer, National Marketing
Katie Thompson, Corporate Manager, Brand Management & Communications
Noni Rosengren, Manager Communications – Commercial & Brand
Lisa Sutherland, Commercial Communications Manager
Saatchi & Saatchi Australia
Executive Creative Director – Mike Spirkovski
Senior Art Director – Flavio Fonseca
Senior Copywriter – Piero Ruzzene
Executive Producer – Julia Jackson
Executive Planning Director – Jason Lonsdale
Senior Planner – Joseph Smeaton
Managing Partner – Ben Court
Senior Business Director – Sam Jones
Senior Business Manager – Chelsea Lamond
Music – Donna Fitzhenry – Music Mill
Production Company – Revolver
Director – Matt Devine, The Glue Society
Managing Director/ EP – Michael Ritchie
Executive Producer – Pip Smart
Producer – Ian Iveson
Editor – Dan Lee for The Butchery
VFX – Alt. VFX
VFX Supervisor: Jay Hawkins
VFX Producer: Kate Stenhouse
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