ADVENTURE IS SHRINKING. THE FAMILIAR IS OVERUSED WHILE THE LESSER-KNOWN IS OVERLOOKED. SO WE CREATED A WAY FOR TOYOTA, THE WORLD’S FOREMOST ADVENTURE VEHICLE BRAND, TO EXPAND THE WORLD OF ADVENTURE INDEFINITELY THROUGH DEPARTURES FROM ROUTINE ACTIVITIES, DESTINATIONS AND MINDSETS.

FILM / Campaign / Director: Paul Geusebroek

DESIGNING A MINDSET

Toyota’s heritage offroad colors, the terrain of adventure and the multi-directional nature of detours came together in a wordmark that literally broke boundaries. We then took the vibe to one of the most hallowed places in the adventure world, the rear window sticker zone.

MAPPING A FEELING

A first-of-its-kind mapping effort to put the feeling of adventure, rahter than the location of adventure, on the map. Biometric data, captured in 100% unknown destinations and situations, established a detour rating scale with locations and ratings added nationwide through similar challenges and from any Detourist inspired to add to the map.

CREATING A NEW TRADITION

To give people a detour from tradition on America’s favorite holiday, Thanksgiving, we created Trucksgiving. For the laugh of this new way to celebrate the holiday we gave outdoor lovers what they needed to have a five course meal in the wild.

SAVING THE WORLD … THROUGH BANNERS

To further expand the world of adventure, we coordinated with Toyota’s deep bench of like-minded adventure partners to gather hidden gems from the community, then geo-targeted adventure seekers nationwide with detour recos they might not be aware of.