Tasked to drive home the versatility of Toyota’s family vehicle range, Draftfcb Johannesburg has created an execution that – for the first time in quite some time – features more than one of the vehicles in the same print ad.
The creative team of executive creative director James Cloete, deputy creative director Tian Van den Heever, copywriter Nerine Gardiner and art director Neelesh Vallabh opted to show the Toyota family at a picnic.
Because the vehicles were personalised, all the props had to be enlarged to fit. Getting these in proportion was the major challenge of the execution. Once done, the shoot took a day in Lonehill Park north of Johannesburg.
Showcasing the Innova, Verso and Avanza, the ad breaks in September, featuring in major vehicle and lifestyle publications for two months.
Creative agency: Draftfcb Johannesburg
Group Account Manager: Mike Di Terlizzi
Key Account Management: Jacqui Fontes Teixeira
Executive Creative Director: James Cloete
Deputy Creative Director: Tian van den Heever
Copywriter: Nerine Gardiner
Art director: Neelesh Vallabh
Media planners: Gwen Bezuidenhout and Thulani Nombewu.