Category

Award

4X4 DESERT/FOREST/SNOW - TOYOTA

ClientTOYOTA MOTOR PHILS CORP
ProductLAND CRUISER
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Type of EntryCorporate or Brand Itendity
CategoryPosters
Title4X4 DESERT/FOREST/SNOW - TOYOTA
Product/ServiceLAND CRUISER
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Design/Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Credits
Name Company Position
Andrew Petch Ace Saatchi & Saatchi Executive Creative Director
Aste Gutierrez Ace Saatchi & Saatchi Associate Creative Director
Aste Gutierrez Ace Saatchi & Saatchi Copy Writer
Andrew Petch Ace Saatchi & Saatchi Copy Writer
Biboy Royong Ace Saatchi & Saatchi Art Director
Carl Urgino Ace Saatchi & saatchi Head of Art
Thony Alunan Ace Saatchi & Saatchi Final Artist
Dovie Raquel Ace Saatchi & Saatchi Final Artist
Rodel Quitain Ace Saatchi& Saatchi Print Producer
Norbert Pineda Ace Saatchi & Saatchi Account Manager
Carol Arellano Ace Saatchi & Saatchi Account Supervisor
Photolibrary Photolibrary Photographer

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.

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.

Description of 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.

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%.