Land Cruiser: "2008 Brochure" Print Ad by Saatchi & Saatchi Los Angeles

An adventure auto brand takes a turn in adventure publishing.

To promote a recent Land Cruiser redesign, Toyota commissioned National Geographic photographer Randy Olson to document adventure trips to the Northern Territory in Australia and the Yukon Territory in Canada. Olson’s photography was published as a coffee table book featuring his best photos from the trips’ 20,000 and as a brochure designed to like an adventure magazine. Fifteen hours of video footage was cut into "Test Drive," a 30-minute TV show on cable network Speed. Take a closer look at Olson’s photos on the campaign Web site .
Partnering with National Geographic, Toyota also supported an Olson lecture series and photo exhibition in six top Land Cruiser markets.
Client: Toyota
Agency: Saatchi & Saatchi, Los Angeles
Publisher: Haymarket Publishing
Photographer: Randy Olson