Long Live Recreation

Toyota celebrates the All-New RAV4 with ‘Long Live Recreation’ campaign by Saatchi & Saatchi Australia.

Since pioneering the small SUV category in Australia over 30 years ago, Toyota Australia has continually evolved the Toyota RAV4 to deliver greater capability, excitement and enjoyment in every drive, a spirit that carries through to the sixth-generation All-New RAV4.

To mark this latest chapter, Toyota has launched a new brand platform "Long Live Recreation” in partnership with Saatchi & Saatchi, with media led by Spark Foundry Australia, designed to inspire Australians to get outdoors, embrace the moment, and rediscover the simple joy of having fun.

This comes to life via a new major integrated campaign, which celebrates the very essence of the RAV4: Recreation.

Toyota Australia’s Chief Marketing Officer, Vin Naidoo, said “As the world’s number one selling vehicle, the RAV4 has defined the SUV category by balancing capability with innovation. This new generation continues that leadership, offering Australians a suite of class-leading technology and a new Plug-in Hybrid powertrain option.
We know recreation is a fundamental part of the Australian identity; our goal with this new vehicle is to provide the ultimate way for Australians to disconnect from modern life and get back out there.”
Mandie van der Merwe, Chief Creative Officer, Saatchi & Saatchi Australia, added: "RAV4 didn’t just enter the SUV category, it defined what it meant to be a recreational activity vehicle. But recreation isn’t a given anymore, it’s something we have to fight for even if the fight is just between you, your phone and a good bag of snacks. ‘Long Live Recreation’ puts it back where it belongs, at the centre of Australian life, because RAV4 is built to get you back to what matters.”

With production led by director Ariel Martin at Cousin, the integrated campaign will run across TV, OOH, cinema, digital, radio, transit and social, and several key media partnerships.