Turning the entire country into one big Toyota ad.

One in four cars on New Zealand roads is a Toyota. So, Toyota wondered could New Zealand be one big Toyota ad? A hero film showed a typical New Zealand intersection where every car is a Toyota, and everyone in them speculating on whether they’re in an ad.

Billboards pointed out how many Toyotas were driving past. Activations turned sports events into a Toyota ad. Toyotas everywhere, even on Street View, became more evidence of New Zealand being just one big Toyota ad. An ad that became their best performing campaign in New Zealand, ever.