The Toyota RAV4 Brings the Web to the Great Outdoors

DraftFCB Johannesburg creates internet-inspired obstacle course.

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Toyota South Africa believes its new RAV4 is built for the outdoorsy type, the adventurer. To date, however, the fly in the ointment has been reaching this target consumer-- it's hard to lure him onto your website if he's always out climbing, cycling and hiking. So the car brand teamed up with integrated digital agency Hellocomputer and Draftfcb Johannesburg to create an outdoor website. Their physical version of the RAV4 site was built on a 1.8 km (1.1 mi) cycling track and included interactive elements using infrared sensors, natural materials and hacked appliances (such as a leaf blower). The cyclists' mountain bikes served as cursors and helped them navigate through the trail and they hit panels as they raced through the course. Those who stayed home could experience the activity on their computers through a video filmed from a cyclist's perspective.
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About

Credits
Date
Aug 01, 2013
Agency:
DraftFCB - Johannesburg
Client:
Toyota
Executive Creative Director:
Kerry Friend
Agency:
Hellocomputer
Art Director:
Matthys Esterhuysen
Art Director:
Adrian Teixeira-Porrescas
Art Director:
Jade Amic
Copywriter:
Camilla Clarke
Copywriter:
Jesse Coetse
Production:
Michelle Geere
Production:
Justine Grimmer
Technology Design:
Johan Pieterse
Technology Design:
Nathan O'Gates
Technology Design:
Thingking Build
Director and Editor:
Hellocomputer
Director and Editor:
Blackenvelope Films
Chief Creative Officer:
Brett Morris
Category
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