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toyota 4runner: the great american journey
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SUV advertising has become stagnant, employing editorial photography to reinforce a standard capability message. We were charged with highlighting capability from a different angle.
Capability has been approached from the perspective of where it can take you, instead of focusing on features. We chose to advertise the journey. To accomplish this, we commissioned hand-painted travel posters in the classic style. A painted vehicle flies in the face of advertising convention; the rich detail and hand-crafted feel of the campaign stands apart, and it does so the most, by capturing emotion.
illustrators: jeff foster, dave mcmacken Related
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