Toyota has celebrated the unbreakable connection between its HiLux range and Aussie families in a new campaign via Saatchi & Saatchi.
Since HiLux was first launched in Australia back in 1968, Australians have held a deep emotional connection to the vehicle. Generations of the HiLux model have been in Australia for over 50 years.
For many, their trusty HiLux has become part of the family, so much so that Toyota wanted to dramatise just how deep this unbreakable connection goes in its latest integrated campaign.
Created by Saatchi & Saatchi Australia, the campaign launched in the Toyota AFL Grand Final and will be rolled out across key channels, digital, OOH, radio and in-store.
Toyota Australia CMO Vin Naidoo said: “The place a Toyota HiLux holds in Australia is like no other. We love the Toyota HiLux, and we know Australia loves the Toyota HiLux, especially with what it has been able to deliver over the previous 50 years.”
Simon Bagnasco, head of creativity, Saatchi & Saatchi Australia, added: “There has been a strong legacy of work for HiLux in Australia. We hope this work lives up to that legacy.”
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Commercial Communications Coordinator: Brooke Butkiewicz
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco Assoc.
Creative Director: Kerem Serkerci
Creative: Jake Blood, Hannah Payton
Executive Producer & Head of TV + Content: Michael Demosthenous
Head of Design: Tod Duke-Yonge
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Business Director: Damiano Di Pietro
Snr. Business Director: Amelie Carpentier
Snr. Business Manager: Jessie Roper
Business Manager: Alex Karanicolas
Media: Spark Foundry
Production Company: Finch
Director: Benji Weinstein
EP: Corey Esse
Producer: Viv Jaspers
DoP: Jeremy Rouse
Production Manager: Lucy Sparke
1st AD: Jeremy Fitzgerald
Gaffer: Crispian Hayler
Key Grip: Luke Stone
Production Designer: Sherree Philips
Offline Editor: Drew Thompson
Music and Sound by MassiveMusic & Big Sync Music
Music Supervision: Michael Szumowsk
Executive Creative Director: Ramesh Sathiah
Composer: Haydn Walker
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia