Gemba demonstrated that the Toyota Hybrid is the modern vehicle for the modern driver by comparing it to the multi-faceted skills of an AFL player.
AFL is arguably the most physically and mentally challenging sport in the country. For the players, it’s more complex and demanding than ever. Being strong is not enough. Being fast is not enough. The game has moved beyond the one-dimensional player. Today’s stars have to be strong, fast, skilled, efficient and dynamic. A finely tuned balance of physical and mental excellence.
The campaign makes the same connections for the impressive range of Toyota Hybrid vehicles. With uncompromising technology, Hybrid combines the best of the alternatives; excellent fuel efficiency and reliability, combined with performance that surprises.
Combining high-tech animation with dynamic AFL action, the campaign stimulated fan conversation around the make-up of the ultimate hybrid AFL player.