DEW ACTION SPORTS TOUR POSTERS by Saatchi & Saatchi Los Angeles for Toyota

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DEW ACTION SPORTS TOUR POSTERS

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Industry Cars
Media Design & Branding
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Art Director Mike Czako, Abraham Cortes
Copywriter Bob Fremgen
Illustrator Tavis Coburn
Released June 2009

Credits & Description

Category: Posters
Advertiser: TOYOTA MOTOR SALES U.S.A.
Product/Service: TOYOTA BRAND
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Jun 25 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Art Director: Mike Czako (Saatchi & Saatchi LA)
Art Director: Abraham Cortes (Saatchi & Saatchi LA)
Copywriter: Bob Fremgen (Saatchi & Saatchi LA)
Art Producer: Angee Murray (Saatchi & Saatchi LA)
Print Producer: Rachel Dallas-Noble (Saatchi & Saatchi LA)
Account Director: Marisstella Marinkovic (Saatchi & Saatchi LA)
Associate Director of Brand Integration: Jennifer Jay (Saatchi & Saatchi LA)
Illustrator: Tavis Coburn (n/a)
Prepress Production: n/a (Primary Color)
Media placement: poster 1 - DEW tour event handout with potential for athletes to sign - 25/6/2009
Media placement: poster 2 - DEW tour event handout with potential for athletes to sign - 25/6/2009
Media placement: poster 3 - DEW tour event handout with potential for athletes to sign - 25/6/2009

Describe the challenges and key objectives
We wanted to be authentic to the fan base and create something that would last beyond the event. It was decided to create posters that fans could have signed by Toyota sponsored athletes.

Describe the brief from the client
To leverage Toyota’s sponsorship of the 2009 Summer Dew Action Sports Tour, we were tasked with developing unique creative in order to reach high rates of youth participation and spectatorship. The goal was to foster an emotional connection by leading the youth surveyed to begin to see the Toyota brand as “being like me.”

Describe how you arrived at the final design
Drawing inspiration from the look and feel of 1960’s monster movies, the posters reinterpreted action sports portraying the athletes as larger than life figures amid epic battles. We employed Tavis Coburn to execute the illustrations, presenting Toyota as a credible, authentic and relevant brand to a young and aesthetically savvy audience.

Give some indication of how successful the outcome was in the market
The custom posters worked well for the athlete autograph sessions, and provided a high quality branded keepsake for the fans to take home from the event. Over 2500 were signed by the athletes.