Cars, sports and toys. Is this the ultimate man's dream? Toyota has kicked off a digital campaign recreating an iconic '70s AFL moment with Lego characters.
It was created to promote the car giant's sponsorship of AFL Australia and its long-running Legendary Moments campaign. It aims to recreate the 1970 game between Carlton and Collingwood, in which player Alex Jesaulenko literally rose about the team to catch the ball, often known as "the mark of the century".
Fans are invited to submit their own recreation of an AFL legendary moment for the chance to win a Toyota Hilux SR5 and do a lap of honour around the MCG at the grand final.
The campaign was created by digital agency Mighty Mighty, and took over 60 hours to create. The Lego figures in AFL jerseys were specially made at Lego's official workshop in Chicago and flown to Australia. It is running across out-of-home and digital platforms.
