An adventure auto brand takes a turn in adventure publishing.
To promote a recent Land Cruiser redesign, Toyota commissioned National Geographic photographer Randy Olson (via ad agency Saatchi & Saatchi, Los Angeles) 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 Website.
Partnering with National Geographic, Toyota also supported an Olson lecture series and photo exhibition in six top Land Cruiser markets.
(cource: Creativity )
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