ABOUT

The brief was to create a print advert for the Toyota Dyna, which is a medium-duty cab over truck for commercial use. It did exceptionally well sales wise in South Africa and the purpose of the ad was to celebrate this unprecedented achievement.
The concept sees heavy duty Toyota trucks bowing their 'heads' down to this modest truck. A visual metaphor demonstrating respect for the smaller brother in the Toyota family.
The ad was shot by David Prior in Durban, South Africa. We kept the treatment simple and monochromatic, ensuring all the vehicles were white to stand out from the tarred surface.
Results: This print ad went on to win a Silver Loerie Award and was shortlisted in the print category at Cannes.