Cannes Lions

TOYOTA ROXY ECHO

SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2002

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Overview

Description

This interactive romp presented in two episodes follows a pair of nitwit campers as they are visited by a mysterious Herculean fairy God brother in a touch Tacoma pickup. The massive stranger, who patrols the world for geeks in need, shows them how real men survive in the wilderness. They look on in an awe as he demonstrates such manly endeavours as salmon fishing with a primitive spear and the building of a proper campfire.The premise is based on the Tacoma branding message, "Are you tough enough?". To encourage repeat visits, the two episodes were launched about three weeks apart. The episodes are each approximately 2.5 minutes in length and reside within a daugher window in the Tacoma section of toyota.com. The story unfolds in a small video window, while entertaining information about the characters and the situation are presented in still photos and text on the side. If the viewer missed any information, he can scroll back through those fun facts in a Story Recap window.

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