Brief Explanation

We took off from the observation that these harsh terrain rain forests, 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 Land Cruiser, they could easily get an upclose look, even at the smallest sights. Hence, our brand-defining proposition: See more in a 4x4.

The Brief

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

How the final design was conceived

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.

Indication of how successful the outcome was in the market

In the quarter it was implemented, foot traffic in Toyota showrooms increased to 134%. Telephone inquiries rose to 140%. And Toyota 4x4 Land Cruiser units sold overshot projections by 300%.