Toyota Australia has unveiled a new campaign for its All-New RAV4, introducing a fresh brand platform titled ‘Long Live Recreation’.
Developed in partnership with Saatchi & Saatchi Australia, with media handled by Spark Foundry Australia, the campaign aims to reconnect Australians with outdoor experiences and everyday moments of enjoyment.
Repositioning recreation
The campaign marks the next evolution of the RAV4, a model that has helped define the small SUV category in Australia for more than 30 years.
Vin Naidoo
Toyota Australia Chief Marketing Officer Vin Naidoo said the new platform builds on the vehicle’s legacy while aligning with shifting consumer behaviours.
“This new generation continues that leadership, offering Australians a suite of class-leading technology and a
new Plug-in Hybrid powertrain option.”
“We know recreation is a fundamental part of the Australian identity… our goal is to provide the ultimate way for Australians to disconnect from modern life and get back out there,” he said.
A cultural reset
Chief Creative Officer Mandie van der Merwe said the work reframes recreation as something that needs to be actively reclaimed.
“But recreation isn’t a given anymore, it’s something we have to fight for, even if the fight is just between you, your phone and a good bag of snacks. ‘Long Live Recreation’ puts it back where it belongs, at the centre of Australian life, because RAV4 is built to get you back to what matters,” she said.
Integrated rollout
The campaign is rolling out across TV, out-of-home, cinema, digital, radio, transit and social, supported by several key media partnerships.
Production was led by director Ariel Martin via Cousin.
The sixth-generation RAV4 introduces new technology and, for the first time, a plug-in hybrid powertrain, reinforcing Toyota’s push into electrification while maintaining its focus on versatility and performance.
Credits
Client – Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Brooke Butkiewicz
Brand Specialist: Isobel Kelly
Acting Senior Brand Specialist – Media: Jess Camilleri
Agency – Saatchi & Saatchi Australia
Chief Creative Officers: Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene, Carlo Mazzarella
Creative: William Campion, Jackson Elliot
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Libby Spark
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Senior Business Manager: Tish Wiseman
MEDIA – SPARK FOUNDRY AUSTRALIA
General Manager, Melbourne: Alexandra Smith
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Client Partner: Laura Miller
Associate Client Director: Emili Maruna
Group Strategy Director: Michaela Drewe
TV Production Credits
Production Company: Cousin
Director: Ariel Martin
Executive Producer: Nick Simkins
Producer: Allison Lockwood
DOP: Aaron McLisky
Production Designer: Lucinda Thomson
Post Production
Post house: ARC
Editor: Drew Thompson
Post Producer: Kani Saib
Colourist: Fergus Rotherham
Flame Artist: Jesse Meha
Sound
Sound & Music House: Rumble Studios
Sound Designer: Tone Aston / Dexter Cave
Composer (intro music): Jeremy Richmond
Executive Producer: Michael Gie
Stills Production Credits
Production Company: Prodigious
Photographer: Brad Longworth
Producer: Francesca Scopelliti
Main image: Saatchi & Saatchi Australia