Toyota is encouraging people to get outside and make a difference to the environment as part of Planet Ark’s 2017 National Tree Day in a new TVC campaign from Gemba.
The ‘Get Your Hands Dirty’ campaign, which launched this week, shows how contributing to a healthy local environment is a mark of pride for Toyota dealers, National Tree Day volunteers, schools, and the community as a whole.
The upbeat TVC features a cross section of the community – children and adults, Toyota dealers and celebrities – all showing with pride that they are contributors on National Tree Day. The TVC campaign will also be supported by social media.
Boyd Hicklin, executive creative director at Gemba, said people should wear their dirty hands as a badge of honour.
“Getting your hands dirty for the community is something people should be proud of,” he said.
“We wanted the National Tree Day campaign to express that pride and get people excited to take part in such a great initiative.”
Wayne Gabriel, Toyota’s divisional manager for national marketing, said the campaign perfectly illustrated how much of a positive impact people could have on their local community simply by rolling up their sleeves and getting their hands dirty this National Tree Day.
“Toyota has a longstanding commitment to the environment and has been a proud supporter of National Tree Day for the last 18 years in partnership with Planet Ark,” he said.
“Since the National Tree Day and Schools Tree Day events began, we’ve helped more than 3.8 million people plant more than 20 million trees, but we believe there’s always room to plant more.
“This year, we wanted to create a symbol that everyone in the community could share to demonstrate their dedication to making Australia a greener, more environmentally-friendly place. The dirty hands motif in this campaign perfectly encapsulates this.”