North always is a challenge. It is a place where everyone has to count on themselves, be ready to take the risk everyday and adjust life to extreme weather conditions, great distances and polar nights. Life continues and no matter what there are people who serve their region and citizens everyday.

The subject of northern culture and individualism quickly become something that we wanted to explore, and while searching for stories on the Kola Peninsula we noticed one thing-almost everyone there had Toyota Land Cruiser cars, that they used and been loyal to for more than a decade.

In a rapidly changing world, northerns remain loyal to solid performance and durability of Toyota’s SUVs, especially in the region where life doesn’t give the second chance, using, loving and recommending their choice of Toyota to each other.

Together with Toyota Russia, we wanted to put in the spotlight the real heroes of the brand, owners of Toyota Land Cruiser cars, who push the boundaries of the possible, use SUVs to the fullest and fearlessly accept the challenges of life.

Being hugely inspired by the mighty beauty and character of the Kola Peninsula, we were amazed by the strong-willed citizens of that region and the life they chose. Among many Toyota Land Cruisers owners, we wanted to pick three heroes, who’s life, way of thinking and everyday choices, embody the core values and mission of the brand and their stories would appeal to different societies.

Our idea was to make a tribute documentary film, describing what it really takes to be a northerner, drawing the light on their everyday risks, special rhythm of life and a companion car, that would organically fit in the context of the narrative.

From the beginning, our goal was to make a content driven branded film, that would describe culture and life of the Kola Peninsula and organically show the product in its most congruent environment as the best, tested choice among consumers.

Making ‘Northerners’ a documentary film, we aimed to expand brand’s target audience and make the film relatable not only to Toyota’s consumers, but a wide range of viewers.

In order to confirm the status of the project as a film and enlist the support of critics and press, we planned to participate in international film festivals among the world known authors and projects.

Finally, to make the media and audience talking about the film, we planned two premiers and press-tour with the heroes of “Northerners” on the Kola Peninsula to get all the media coverage right in time before the film premier on the biggest russian VOD platform.

After the project was confirmed by Toyota’s marketing team-a group of filmmakers and brand representatives travelled to Karelia and Murmansk’ region, searching for heroes among the Toyota Land Cruiser owners. After discovering our heroes we spent 24 hours for ten days filming each character. In January 2018 the film entered the festival period.

Being shortlisted in the main program of one of the most prestigious film festivals in Krakow, 'Northerners' also won film festivals in USA, Europe and Russia giving the project desired reputation and media furtherance.

In september 2018 we run a big homeland premier event in Murmansk, supported by a three day press-tour for the leading national journalists and bloggers, causing a wave of positive feedback in social media, and special dedicated non-commercial articles in federal press. Generating public's interest to the the launch of film on the VOD platforms-Amediateka(home of HBO) and Non-Fiction.

"Northerners" was a special project that aimed to build a strong connection between the brand and it’s consumers.

With a carefully picked distribution tactic and premier blocks, brand received a non-traditional unpaid exposure in media and press, reaching over 38 million people. Using a project hashtag territory of real people*(*in Russian language) consumers of Toyota shared their grateful stories and beloved cars from different parts of Russia all over social media, tagging Toyota brand in each post.

In the first month, Northerners became the number one viewed film on the biggest video on demand platform in Russia, drawing more people to the brand.

The film continues its journey being picked up by the international film festivals and cultural events even after being streamed on VOD platforms.