In recent years, the Fortuner’s positioning has been expressed creatively as ‘the luxury of freedom’. Toyota tasked the FCB Joburg team to develop a 360 degree campaign that rearticulated this product positioning in an unfamiliar pandemic-hit world.
For the launch of the new models, the FCB Joburg team of Executive Creative Director Tian Van Den Heever, Creative Director Julie Thorogood, Art Director Nivedhna Manidutt and Copywriter Stefan Schutte showed South Africans exactly what the phrase ‘the luxury of freedom’ means.
The result is a beautifully shot collection of pieces that remind South Africans why road trips in their country are so magnificent while using humour to explore the way in which our relationships, especially at work, changed during lockdown.
‘Knowing that we have never overtly articulated what ‘the luxury of freedom’ means to our consumers, we tapped into the fact that South Africa’s lockdown gave us all an unprecedented opportunity to be really human,’ added Van den Heever.
‘We created an emotionally charged campaign to remind everyone why this is South Africa’s favourite SUV, and why it truly offers ‘the luxury of freedom’ to tell the story of a Fortuner driver, Dave, who is making the best of the new normal,’ he explained.
The campaign kicked off on November 9 and comprises all the above-the-line elements, digital and social, Out-of-Home and collateral within dealerships. It was shot in the Karoo by Egg Films’ Adrian De Sa Garces and explores in a ‘serialised’ manner, the relationship between Dave, his boss and his colleagues as his Fortuner allows him to work from anywhere, to literally enjoy ‘the luxury of freedom’.