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Land Cruiser "Road to the Wild" Coffee Table Book

Filed under:  Design-Art-Photo
 
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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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