13 Sep FCB Takes On The 4th Toyota 4X4 Challenge
Advertising Agency FCB Johannesburg is behind the amazing new campaign aimed at promoting the 4th edition of Toyota’s Fortuner 4×4 Challenge.
The Toyota Fortuner 4×4 challenge, launched in 2016, matches four Toyota heroes with a member of the public as the pairs go head-to-head in a physically challenging two-day competition to claim the title, bragging rights, and an out-of-the-box Fortuner.
The agency was briefed by Toyota SA’s Advertising Manager, Zhandre Brandt, to up the ante on previous campaigns. This year’s campaign, which is a 360° communications solution comprising of four 15-second TVC’s showing off a unique skill for each of the four heroes, a 40-second TVC and Cinema ad featuring all four heroes, radio, out-of-home, print, and online elements – was created by Creative Director Tian Van Den Heever, Art Directors Janine Kleinschmidt and Fezi Mpembe, Copywriter Bonginkosi Luvuno and Digital Content Lead Lucy Holford-Walker.
This edition includes Olympic rower personalities Kirsten McCann, choreographer and fitness instructor Nkateko ‘Takkies’ Dinwidy, Cheetahs rugby player Oupa Mahoje and Toyota Dakar racing hero Giniel de Villiers performing bigger stunts in more intense settings than in past years.
The campaign was filmed at Hennops off-road trail over two days for the television elements and, two days for the print work.
To amplify the Challenge, the campaign also shows how the Toyota community can stand a chance to win a second Fortuner 4×4 by simply backing their favourite hero using one of the four hero hashtags (#OUPA4X4, #TAKKIES4X4, #GINIEL4X4 or #KIRSTEN4X4) on any of the official social posts on Facebook, Twitter and Instagram. ‘Back Your Hero’ entries can also be done via the competition website .
Client: Toyota South Africa
Brand: Fortuner 4×4 Challenge
Senior Manager of Advertising: Tasneem Lorgat
Brand Manager: Zhandre Brandt
Creative agency: FCB Joburg
Account Director: Nicole Malan
Executive Business Director: Reagen Kok
Executive Creative Director: Brett Morris
Creative Director: Tian van den Heever
Copywriter: Bonginkosi Luvuno
Art Director: Janine Kleinschmidt and Fezi Mpembe
Digital Content Lead: Lucy Holford-Walker
Strategic Planner: Stuart Simms and Langelihle Sithole
Project Manager: Narissa Davids
TV Producer: Nakita Bolus
Production house: FCB Johannesburg
Director: Tian van den Heever
Post-production: Fuel Content and Sinister