Executive Creative Director


Senior Account Manager

in Sport

October 23, 2023

Gemba, has once again proven its activation prowess by amplifying Toyota’s ‘Unbreakable Connection’ campaign during the 2023 Toyota AFL Finals Series. 

This innovative activation brought classic Toyota HiLux vehicles into the heart of AFL celebrations, showcasing the bonds between fans, their cars, and their footy clubs, while adding vibrant colour and unforgettable style to traditional events.  

Toyota’s ‘Unbreakable Connection’ campaign explores the deep emotional ties between Toyota HiLux owners and their vehicles, ties that that have developed over decades. Gemba’s idea was to inject classic HiLux vehicles into the iconic 2023 AFL Grand Final Parade and the Retiring Legends Lap of Honour.  

The Parade and the Legends Lap of Honour have never looked more colourful and engaging. AFL players rode in the back of incredible Toyota ‘HiLux’s through the ages,’ from bright orange 80’s trucks meticulously restored to showroom condition to rugged farm utes that have never missed a beat despite years of hard work. This visually stunning spectacle captured the imagination of live audiences lining the streets of Melbourne and encircling the mighty MCG. What’s more, millions of fans from around country tuned in to watch the live broadcasts.  

Gemba also produced two captivating social films that delved into the personal connections between two retro vehicles and their owners, shedding light on the deep emotional bonds between them, their beloved wheels, and their favourite game.  

Outside the MCG at the AFL Footy Festival, brand-new Toyota HiLux vehicles were showcased in all their glory. They even took centre stage on the hallowed turf as Collingwood was crowned Premiers, marking a momentous highlight of the season.  

‘The new look parade breathed new life into a very familiar event’ exclaimed Boyd Hicklin, ECD of Gemba. “Toyota’s partnership with AFL, and the unforgettable presence of the HiLux vehicles in the AFL Finals Series really showcased the connections we all share with the things we love. We are proud to have added a vibrant chapter to AFL history and helped the Toyota HiLux cement it’s place as Australia’s most popular car.”