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.

PLANTING A FLAG

We launched with a video effort aimed not to create a community, but to honor one that already exisits. Adventure Seekers have always been those who go off the well-traveled path, we simply put a name to that, shared the joy of their experiences and gave a window into their 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.

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.