Deep in the Woods

Sometimes it’s better to not avoid the elephant in the room. Historically, African Americans have never felt comfortable venturing into desolate, unfamiliar terrain. We used this simple truth to develop a campaign for Toyota’s RAV4 Adventure Grade, which attempted to acknowledge African American fear, while also demystifying the notion of exploring the great outdoors. To pull this off, we recreated horror movie tropes, that allowed the versatile features of the RAV-4 Adventure Grade, to shine through in heroic fashion.

 Imagine four happy-go-lucky friends, taking a RAV4 Adventure Grade, on a long trip, deep in the woods. Sounds scary, doesn’t it? In this digital campaign, we humorously prove adventures can actually be fun, and the outdoors, aren’t always as scary as they sound.