Toyota Design & Branding TOYOTA - 4x4 FOREST / DESERT / SNOW by Ace Saatchi & Saatchi Makati

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TOYOTA - 4x4 FOREST / DESERT / SNOW

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Industry Cars
Media Design & Branding
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Art Director Biboy Royong
Copywriter Andrew Petch, Aste Gutierrez
Account Supervisor Carol Arellano
Released December 2010

Credits & Description

Category: Posters
Advertiser: TOYOTA MOTOR PHILS
Product/Service: LAND CRUISER
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Dec 19 2010
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace/ Saatchi & Saatchi, Manila)
Copywriter: Aste Gutierrez (Ace/ Saatchi & Saatchi, Manila)
Copywriter: Andrew Petch (Ace/ Saatchi & Saatchi, Manila)
Art Director: Biboy Royong (Ace/ Saatchi & Saatchi, Manila)
Head of Art: Carl Urgino (Ace/ Saatchi & Saatchi, Manila)
Print Producer: Rodel Quitain (Ace/ Saatchi & Saatchi, Manila)
: PHOTOLIBRARY (PHOTOLIBRARY)
Final Artist: Thony Alunan (Ace/ Saatchi & Saatchi, Manila)
Account Manager: Norbert Pineda (Ace/ Saatchi & Saatchi, Manila)
Account Supervisor: Carol Arellano (Ace/ Saatchi & Saatchi, Manila)
Media placement: Print Ads, Posters - Major National Broadsheets And All Showrooms Carrying The 4x4 Land Cruiser Across The Entire Country - December 27, 2010

Describe the brief from the client
We were tasked to market the Toyota 4x4 Land Cruiser to those who want to explore even the harshest terrain.

Describe the challenges and key objectives
We took off from the observation that these harsh terrain—rainforests, snowy mountains, and deserts—can only be seen from afar, such as from an airplane. We wanted to tell potential buyers that in the powerful Toyota 4x4 Landcruiser, they could easily get an up close look, even at the smallest sights. Hence, our brand-defining proposition: See more in a 4x4.

Describe how you arrived at the final design
We took a picture of famous terrain, then divided it 4x4. We then recreated the terrain with pictures of things that could be found there. So from afar, the picture just looks like a wide shot of the terrain. But looking closer, you discover that there's so much more to see—just like the experience of riding in a Toyota 4x4 Land Cruiser. This was applied to print, poster, and outdoor materials.

Give some indication of how successful the outcome was in the market
In the quarter it was implemented, foot traffic in Toyota showrooms increased 134%. Telephone inquiries rose 140%. And Toyota 4x4 Land Cruiser units sold sold overshot projections by 300%.