Toyota | Land Cruiser

When we set out to launch the 8th generation Toyota Land Cruiser, we intended to communicate with potential buyers via an extended brochure and a microsite. What happened was that, what we thought would be a simple photo shoot, turned out to be an incredible adventure. And as a result some very unique ways to reach the target presented themselves.

Traveling to two of the most remote places on earth, with National Geographic photojournalist Randy Olson, we set out on the ultimate journey launching the new Land Cruiser. We wrangled wild camels in Australia and camped with Grizzly Bears in the Yukon. Along the way we created a media-rich website, a nation-wide lecture series with National Geographic, a television show with cable network SPEED, a coffee table book and more.