Toyota Promo, Case study FJ NAPKINS by Saatchi & Saatchi Sydney

Adsarchive » Promo , Case study » Toyota » FJ NAPKINS


Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Australia
Agency Saatchi & Saatchi Sydney
Executive Creative Director Damon Stapleton
Creative Director Steve Carlin
Art Director Nils Eberhardt, V Wassim Kanaan
Copywriter Steve May
Producer Danielle Senecky
Illustrator Adrian Chesterman
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: TOYOTA FJ CRUISER
Executive Creative Director: Damon Stapleton (Saatchi & Saatchi Australia)
Creative Director: Steve Carlin (Saatchi & Saatchi Australia)
Art Director: Wassim Kanaan (Saatchi & Saatchi Australia)
Art Director: Nils Eberhardt (Saatchi & Saatchi Australia)
Copywriter: Steve May (Saatchi & Saatchi Australia)
Producer: Danielle Senecky (Saatchi & Saatchi Australia)
Art Buyer: Skye Houghton (Saatchi & Saatchi Australia)
Group Business Director: Ben Court (Saatchi & Saatchi Australia)
Senior Business Director: Amy Turnbull (Saatchi & Saatchi Australia)
Senior Business Manager: Katie Feeney (Saatchi & Saatchi Australia)
Illustrator: Adrian Chesterman (The Overall Picture)
Media placement: Napkins - Sydney Cafes, Eateries, Trade Shows And Toyota Dealerships - 1/9/2011

Insights, Strategy & the Idea
The objective was to reinforce the rugged nature of the Toyota FJ Cruiser in a unique and unexpected way.

Creative Execution
We placed a drawing of an FJ Cruiser on napkins encouraging people to get them dirty. It was just a simple way to show that you have more fun when you’re covered in grime and filth in an FJ.

Results and Effectiveness
Thousands of napkins were printed and used helping the FJ Cruiser to become the Number 1 selling all-new SUV in 2011.