"We wanted to have some fun with the name, and create a campaign that all Kiwis could relate to."
Toyota dreams up New Zealand’s Department of Recreations, Activities, Visits and Stuff (D-RAVS) to promote its RAV4.
The campaign introduces the D-RAVS through three main lovable, but fallible D-RAV field officers, Greg, Mandy and Sam.
The pseudo-government department seemingly monitors Kiwi recreational activities and registers them on some kind of list. RAV4 plays a natural central role in both their observations and enabling their important work.
Toyota New Zealand assistant vice president Susanne Hardy said Kiwis love the RAV4 and have done for decades.
"We wanted to have some fun with the name, and create a campaign that all Kiwis could relate to," Hardy said.
"The summer is all about getting out and enjoying the outdoors, you could say recreating! So we wanted to bring that together with a creative element to excite Kiwis about the awesome RAV4.”
Saatchi & Saatchi NZ chief creative officer Steve Cochran said Aotearoa’s most lovable SUV alongside some lovably funny Kiwi characters doing some lovable recreational activities set in some very lovely New Zealand countryside. What’s not to love about it?
"We reckon Kiwis are going to, especially as they encounter more and more of the D-RAVS over time," Cochran said.
The campaign kicks off with a 90-second film, with some complementary 15-second films. Over the coming weeks ads will be served on YouTube, cinema, radio and social.
The films were mainly shot at a classic New Zealand lake and were directed by Max Barden of Sweetshop, with stills shot by Alistair Guthrie. The full broad-spanning campaign has been a collaboration between New Zealand agencies Spark Foundry, Digitas, Wright Communications, and Saatchi & Saatchi.
Saatchi & Saatchi NZ executive creative director Lee Sunter said creating a world like this felt more like recreation than work.
"A big part of that is down to Max. His vision to not only make the world feel different but also leave you wanting more was the reason we brought him onboard," Sunter said.
"And he’s also excellent at doing funny, which has been quite useful for this idea.”
Credits
Client: Toyota New Zealand Limited
Assistant Vice President: Susanne Hardy
Manager, Marketing Operations: Jamie How
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/ Marketing: Phoebe Nicholls
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Executive Creative Director: Jordan Sky
Art Director: Gina Morgan
Copywriter: Zach Hall, Andrew Younge
Designers: Nina Kuzmic, Nelson Rayner
Retoucher: Nick Browne
General Manager: Susie Darling
Group Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Head of Connected Strategy: Tim Cullinane
Production Company: Sweetshop
Director: Max Barden
Executive Producer: Ben Dailey
Producer: Jimena Murray
Cinematographer: Marty Williams
Production Designer: Bruce Everard
Wardrobe Stylist: Sarah Voon
Casting: Akd Casting, Adrian Dentice
Editor: Tim Mauger
Colour: Alana Cotton
Online & VFX: Leon Woods
Audio Post: Liquid Studios
Sound Engineer: Craig Matuschka
Photography : Al Guthrie
Media Agency: Spark Foundry
Managing Director: Nicky Greville
Client Partner: Kelly Rosnell-Shand
Business Directors: Toby Yonge, Stacey Stephenson
Wright Communications
Managing Director: Nikki Wright
Senior Account Manager: Loren Cunningham
