2015 4Runner - Toyota [SSLA]
We knew our target audience loved photography and action sports, so we found Instagram influencers who embodied these traits to tell their wildest stories. At the end of each story, we showed a campfire scene that served as a menu to link to the other stories by utilizing YouTube’s annotation feature.
Campfire Stories by The Moth @ The Telluride Mountain Film Festival
The pop-up event, held around a fire-pit in the Telluride Mountain Village, drew over 350 people. We had 5 members of the Moth tell stories about a time they had in the wild, including one woman who was bitten by a bear. The stories were also recorded for use in a future podcast by The Moth.
Additionally, National Geographic provided a real version of their famous yellow border. We set it up in front of a camping scene featuring the 4Runner for people to take photos of themselves with.
To help promote the 4Runner’s presence at the festival, we were tasked with designing a 3/4 vehicle wrap. To get around this limitation, we decided to have the 4Runner’s paint peal away to reveal it’s natural habitat.
To get people in the spirit of having their own adventures, we gave away leather-bound journal, a flint starter and a camping chair.
Saatchi & Saatchi LA
CCO: Jason Schragger
CD: John Payne
ACD/AD: Bill Courtney
ACD/CW: Napper Tandy
CW: Jeff Pelton
Director: Warren Fischer/Bunker
Photographer (Print): Chris Burkard