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Toyota Hilux Legend 50: The New Tougher-er Hilux Legend 50, 30s


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Toyota Hilux celebrates 50 years in South Africa this year with the launch of a new limited-edition model, the Hilux Legend 50. FCB Joburg brought this campaign to life, celebrating the role everyday legends have played in its success. Incorporating numerous elements including cinema, television, radio, out-of-home, print, digital media, social media and point-of-sale, brochures and launches for dealers, the campaign was conceived by FCB Joburg's team of Creative Director Tian Van Den Heever, Art Director Jonathan Wolberg, Copywriter Paul Frade and Digital Content Lead Lucy Holford-Walker. According to one of Toyota South Africa’s advertising managers, Lensha Dlamini, the key objectives of the campaign addressed increasing sales for Hilux and enhancing the Hilux premium feel. Creating value for customers and assisting in volume retention was also key, as well as generating excitement around the brand, while retaining appeal to Toyota Hilux customers.
Credits Other credits

Vice President – Marketing: Glenn Crompton

General Manager – Marketing: Lettie Labuschagne

Senior Manager – Advertising & Digital Marketing: Tasneem Lorgat

General Manager – Advertising: Lensha Dlamini

Executive Business Director: Reagen Kok

Account Lead: Taryn Marais

Account Director and Project Manager: Christine Lubbe

Strategic Planner: Stuart Sims

Media Planners: Gwen Bezuidenhout, Thulani Nombewu and Langelihle Sithole

Digital Content Lead: Lucy Holford-Walker

TV Production: Nakita Bolus

Production House Producer: Vanessa Borthwick

Language/s: English and Afrikaans

Post Production Facility: Offline (Strange Love), Online (Ludus Michale Naidoo) Post house Fuel

Editor: Xander Vander

Sound Engineer: Sean Williams

Music Publisher: Higher Fight

Music Producer/Composer: Garth Barens

Audio Facility: Sterling Sound

Voice Over/s: Mbeu Kambuwa English and Anton Schmidt Afrikaans

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