An inspired campaign by Saatchi & Saatchi Australia, has won a total of 5 gold Lions at the 2010 Cannes Lions: “Nothing Soft Gets In” was awarded 2 of the 8 Gold Lions awarded in the Promo & Activation category, and also scooped 3 Gold Lions in the Direct category.
It sees a local task force, known as ‘Country Australia Border Security’, policing a border that separates the tough inhabitants of the outback from their latte-sipping, cheek-kissing, fragrance-wearing city cousins. You’ll be amazed what city people try to get into the country; Tofu, fluffy dogs, hair gel, roller blades, popped collars, fake tan, you name it. So Border Security are equipped with Toyota 4WDs to make sure ‘Nothing Soft Gets In.’
The campaign aired in September 2009, and successfully defended Toyota’s number 1 status in Country Australia, firmly establishing it as an enduring brand able to withstand rural conditions. Significant sales of the Toyota 4WD range were a direct result of the innovative promotional campaign, with the best 4WD sales month in the history of Toyota Australia.
View the campaign here on YouTube: http://www.youtube.com/watch?v=isC32ev4Lw4
Credits
Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Steve Back
Creative Director: Dave Bowman
Copywriter: Steve Jackson
Art Director: Vince Lagana
Account Manager: Amy Turnbull
Agency Producer: Kate Whitfield
Director: Tim Bullock (Prodigy Films)
Producer: Julian Shelton (Prodigy Films)
Executive Producer: Jonathan Samway (Prodigy Films)
Post: FSM
Sound: Nylon
About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company, Saatchi & Saatchi’s Network clients include Carlsberg, Deutsche Telekom/T-Mobile, General Mills, Novartis, Procter & Gamble, Sony Ericsson, Toyota and VISA Europe.
With 140 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products. This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands by creating ‘loyalty beyond reason’ and ‘inspirational consumers’. Saatchi & Saatchi is ‘The Lovemarks Company’. www.saatchi.com
Contact:Lee Sharrock Global Creative PR M: +44 7814 862 834 Contact Lee via email
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