Creativity

Land Cruiser: 'Road to the Wild' Coffee Table Book

To promote a recent Land Cruiser redesign, Toyota commissioned National Geographic photographer Randy Olson to document adventure trips to the Northern Territory in Australia and the Yukon Territory in Canada. Olson’s p

Published on May 08, 2008

Editor's Pick

To promote a recent Land Cruiser redesign, Toyota commissioned National Geographic photographer Randy Olson to document adventure trips to the Northern Territory in Australia and the Yukon Territory in Canada. Olson’s photography was published as a coffee table book featuring his best photos from the trips’ 20,000 and as a brochure designed to like an adventure magazine. Fifteen hours of video footage was cut into "Test Drive," a 30-minute TV show on cable network Speed. Take a closer look at Olson’s photos on the campaign Web site.

Partnering with National Geographic, Toyota also supported an Olson lecture series and photo exhibition in six top Land Cruiser markets.

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About

Credits

Date
May 08, 2008
Client:
Toyota
Agency:
Saatchi & Saatchi Los Angeles
Publisher:
Haymarket Publishing
Photographer:
Randy Olson

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