Children’s ingenuity never fails to draw attention and warm hearts. The newest heartwarming children’s ingenuity advert comes from Saatchi & Saatchi Australia for Toyota. It’s the story of the initiative and collaborative spirit of a little girl – with a coda, conquering the immediate challenge led her to discover a new one. The message is that it’s in our nature to strive, which highlights Toyota’s commitment to a cleaner and safer world for everyone.
The campaign, In Our Nature, also includes a 30-second spot that highlights Toyota’s safety technology, to demonstrate how safety and invention are both ingrained in Toyota’s quest for a better tomorrow. The full campaign covers broadcast, digital, OOH and in-store.
John Pappas, chief marketing officer, Toyota Australia, stated, “Our belief is that world-class safety technologies should be available to everybody; and similarly, alternative fuel sources should be accessible to everyone, demonstrated by our leadership in hybrid technology and the recent introduction of the next generation Mirai Fuel Cell Electric Vehicle. We are always striving to continuously improve.”
Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia, added, “As one of the most trusted and popular brands in Australia, Toyota is always looking at ways to improve and develop better products for its drivers. Safety is just one area which has been democratised by Toyota across most models, giving Toyota drivers access to best-in-class safety standards. Our recent campaign aims to inform Australians about Toyota’s commitment to constantly improving. As humans, it’s in our nature to protect each other’s safety; just as it’s in our nature to look ahead, innovate and reduce our Co2 emissions for a cleaner future for all.”
The films were directed by Stephen Carroll through Revolver.
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinators: Michelle Gulia & Suhailah Davies
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Directors: Lee Sunter, Pierro Ruzzene & Flavio Fonseca
Senior Art Director & Senior Copywriter: Adam Ferrie & Peter Cvetkovski
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Producer: Zena Bartlett
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Senior Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif
Production Company: Revolver
Director: Stephen Carroll
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Kat Latour
Director of Photography: Jeremy Rouse
Production Designer: Seth Aitken
Post Production: ARC
Editor: Jo Scott
Colourist: Ben Eagleton
Music Composition: Ballad
Audio Post Production: Ballad & Squeak E. Clean Studios