How Far Will You Take It?
By virtue of it being a hybrid and gas SUV, the RAV4 is the perfect vehicle - it takes you further and expands your radius more than another vehicle could.
And in doing so encourages and challenges people to go out and try something new.
The insight that the people interested in this vehicle are the type of people that seek out new and exciting experiences - anybody with an insatiable curiosity about the world.
No experience is off limits, or out-of-range.
And representing our curious-minded audience is non other than James Marsden, the intrepid adventurer.
“Lost Tribe”
We portrayed James on numerous out-of-the-way adventures
“Den Mother”
“Mars Colonists”
“Lumberjacks”
THE WALL
How far will you take it?
A 120-ft wall climb.
Live.
In Times Square.
We created a challenge. An experience, not just a billboard.
Christina Fate embodies the messaging of “How Far Will You Take It?” - she left her office job to become a rally race navigator and push herself past her comfort zone. We wanted to give her the next challenge. She had never rock climbed before and by showing a novice, Christina, doing this, it would be a massive motivator for others. She worked with professional trainers to prepare her for the climb.
