THE ART OF ADVENTURE

Although every Toyota embodies the Unmistakably Toyota brand voice, every vehicle has its own positioning in the lineup, its own personality, even its own brand. So, we set out to push the boundaries of what t.com can offer to create a richer, more engaging experience that would resonate with our audience on a deeper level than just brochure copy.

To celebrate the Land Cruiser First Edition, we teamed up with artist, Stephen Selzler, to create a painted rendition of it in his signature style. We documented every brushstroke, sped it up, and shared it across our social channels. The campaign generated buzz, encouraging people to sign up for a limited release of digitally downloadable artwork as well as a Land Cruiser First Edition papercraft sporting Selzler's design. While we can’t take all the credit for sales based on this activation alone, 125K views and a nationwide sellout of Land Cruisers tell a compelling story