Driven to be different: Toyota Urban Cruiser integrated launch campaign.

Toyota were launching a new 'category defining' car - The Urban Cruiser. This compact, eco-friendly, tough little 4x4 preceded the Nissan Juke & Qashcai and created a new kind of driving experience for urban drivers. With a young demographic of early adpoters in mind, they required creative for a through the line campaign to create awareness, incentivise test drives and create noise in the category.

A fresh urban look was created revolving around a campaign thought 'Take to the streets’. Campaign material was developed for outdoor, DM, experiential, In-store and digital. The chosen visual treatment combined illustration and photo collage design techniques, to create a disruptive feel to appeal to the target. I also inputed heavily on strategy, developing a range of activity and tactics for the campaign as well as the creative execution.