Brief Explanation

A unique vehicle with opinion-splitting looks, Rukus is unlike anything Toyota has ever released in Australia. So to promote this boxy outcast to an audience that views Toyota as conservative and unexciting, we needed to tap into an emotional benefit that would complement Toyota’s traditional rational appeal. The answer we found in Rukus’ unique style, which gives drivers the freedom to express their individuality without compromise. We brought this to life through a striking visual campaign that demonstrates how Rukus never blends in.