Toyota Australia has launched “Long Live Recreation,” a brand platform and integrated campaign built around the sixth-generation RAV4 and designed to encourage Australians to spend time outdoors and engage with recreational activities. You know, like most of us used to do.
The campaign features a one-minute film that paints a pretty bleak picture of what we’ve become – but there is, of course, hope and a happy ending.
The Toyota campaign was created in partnership with Saatchi + Saatchi, with media led by Spark Foundry Australia. Production was led by director Ariel Martin at Cousin.
“RAV4 didn’t just enter the SUV category, it defined what it meant to be a recreational activity vehicle,” said Mandie van der Merwe, Chief Creative Officer, Saatchi & Saatchi Australia.
“But recreation isn’t a given anymore, it’s something we have to fight for even if the fight is just between you, your phone and a good bag of snacks. ‘Long Live Recreation’ puts it back where it belongs, at the centre of Australian life, because RAV4 is built to get you back to what matters.”
“As the world’s number one selling vehicle, the RAV4 has defined the SUV category by balancing capability with innovation,” said Vin Naidoo, Chief Marketing Officer, Toyota Australia.
“This new generation continues that leadership, offering Australians a suite of class-leading technology and a new Plug-in Hybrid powertrain option. “We know recreation is a fundamental part of the Australian identity; our goal with this new vehicle is to provide the ultimate way for Australians to disconnect from modern life and get back out there.”
Credits
Client – Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Brooke Butkiewicz
Brand Specialist: Isobel Kelly
Acting Senior Brand Specialist – Media: Jess Camilleri
Agency – Saatchi + Saatchi Australia
Chief Creative Officers: Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene, Carlo Mazzarella
Creative: William Campion, Jackson Elliot
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Libby Spark
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Senior Business Manager: Tish Wiseman
MEDIA – SPARK FOUNDRY AUSTRALIA
General Manager, Melbourne: Alexandra Smith
Client Partner: Laura Miller
Associate Client Director: Emili Maruna
Group Strategy Director: Michaela Drewe
TV Production Credits
Production Company: Cousin
Director: Ariel Martin
Executive Producer: Nick Simkins
Producer: Allison Lockwood
DOP: Aaron McLisky
Production Designer: Lucinda Thomson
Post Production
Post house: ARC
Editor: Drew Thompson
Post Producer: Kani Saib
Colourist: Fergus Rotherham
Flame Artist: Jesse Meha
Sound
Sound & Music House: Rumble Studios
Sound Designer: Tone Aston / Dexter Cave
Composer (intro music): Jeremy Richmond
Executive Producer: Michael Gie
Stills Production Credits
Production Company: Prodigious
Photographer: Brad Longworth
Producer: Francesca Scopelliti
