South African sports heroes once again do the unbelievable in a campaign created by FCB Joburg to promote the 4th edition of Toyota’s highly-successful Fortuner 4×4 Challenge.
Launched in 2016, the Toyota Fortuner 4×4 Challenge matches four Toyota heroes with a member of the public as the pairs go head-to-head in a physically challenging two-day event 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. “Toyota fans selected to take on the challenge, which takes place in October, know they’ll have to work really hard. Communication needs to, therefore, demonstrate the enormity of the task, but do so in a way that inspires participation,” she said.
“The 2016, 2017 and 2018 editions of the Fortuner 4×4 Challenge generated tremendous engagement with Toyota and Fortuner fans; we wanted the agency to do more this year. A difficult task, but one the team has delivered on.”
This year’s campaign – a 360° communications solution comprising 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.
It features this edition’s heroes Olympic rower 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 environments than in previous years.
To amplify the Challenge, the campaign also shows how – by 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 – the Toyota community can stand a chance to win a second Fortuner 4×4. ‘Back Your Hero’ entries can also be done via the competition website (www.fortuner4x4challenge.co.za) or by dialing the USSD string.
The campaign was filmed at Hennops off-road trail over two days for the television elements and two days for the print work. Post-production is by Sinister Films and Fuel Content. It broke during August and can be viewed here https://youtu.be/mU-Ba6bQJ8I while the hero shoots are below:
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