Toyota Legendary Moments
Activating Toyota’s sponsorship of the AFL in a campaign that has become legendary.
This campaign was my baby from about 2006-2012. Created to leverage Toyota's sponsorship of the AFL and boost car sales in Victoria, it has passed seamlessly into popular culture and is Toyota's longest-running campaign ever. It’s been covered on the front page of major newspapers and television news reports and discussed on talk-back radio and in online footy forums.
Awards
Bronze – MADC (Film – Jesaulenko)
Bronze – MADC (Film – Bourke)
Bronze – MADC (Film – Bartlett)
Bronze – MADC (Film – Hudson)
Bronze – MADC (Film – Lewis)
Finalist – AWARD (Best Campaign)
Peter Hudson
Alex Jesaulenko
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Francis Bourke
Malcolm Blight
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Leigh Matthews
Bruce Doull
Kevin Bartlett
Tony Lockett
Legendary Rugby Moments
Following the phenomenal success of the AFL campaign, Toyota extended the campaign to include Rugby moments and promote their sponsorship of the NRL.
Wally Lewis
Legendary Cricket Moments
In the campaign's 14th spot it's a whole new ball game. Promoting Toyota's cricket sponsorship, it relives an unforgettable moment featuring Steve 'Tugga' Waugh.
Steve Waugh
Teaser Print Ads
Legendary Moments Competition – Fans were encouraged to film their own legendary moments and upload them for the chance to win a Grand Final experience.
Legendary Moments Book –This was a real labour of love. An in-house publication written by me, it was printed by Publicis Mojo to document the history of the campaign.
Publicity – The campaign consistently made the news.
Legendary Moments Exhibition – In the lead up to the AFL Grand Final a Toyota Legendary Moments exhibition was set up in Melbourne's Federation Square to display memorabilia from the commercials.
