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.
Agency: Saatchi & Saatchi, Los Angeles
Publisher: Haymarket Publishing
Photographer: Randy Olson
The Print Ad titled 2008 Brochure was done by Saatchi & Saatchi Los Angeles advertising agency for product: Land Cruiser (brand: Toyota) in United States. It was released in the May 2008.