Launched in 2016, the 'Toyota Fortuner 4x4 Challenge' aims to match four Toyota 'heroes' with a member of the public. The pairs go head-to-head in a two-day event to claim the title and an out-of-the-box Toyota Fortuner.

The agency was briefed by Toyota South Africa's advertising manager Zhandre Brandt to up the ante on previous campaigns. "Toyota fans [that have been] selected to take on the challenge, which takes place in October, know [that] they'll have to work really hard," Brandt says. "Communication needs to, therefore, demonstrate the enormity of the task, but do so in a way that inspires participation."

"The 2016, 2017 and 2018 editions of the 'Fortuner 4x4 Challenge' generated tremendous engagement with Toyota and Fortuner fans; we wanted the agency to do more this year. A difficult task, but one the team has delivered on," Brandt adds.

This year's campaign is a 360° communications solution comprising four 15-second TVC's that show off a unique skill for each of the four 'heroes'. Additionally, a 40-second TVC and cinema ad that features all four 'heroes' and radio, out-of-home, print and online elements, was created by creative director Tian van den Heever, art directors Janine Kleinschmidt and Fezi Mpembe, copywriter Bonginkosi Luvuno and digital content lead Lucy Holford-Walker.

The campaign features this edition's heroes:
  • olympic rower Kirsten McCann
  • choreographer and fitness instructor Nkateko 'Takkies' Dinwidy
  • Cheetahs rugby player Oupa Mahoje
  • Toyota Dakar racing hero Giniel de Villiers
To amplify the challenge, the campaign shows how the Toyota community can stand a chance to win a second Fortuner 4x4. The community can back their favourite 'hero' by using one of the four 'hero' hashtags on any of the official social posts on Facebook, Twitter and Instagram:
  • #OUPA4X4
  • #GINIEL4X4
'Back Your Hero' entries can also be sent through the competition website or by dialing the USSD string.

The campaign was filmed at Hennops off-road trail over two days for the television elements, and two days for the print work. Post-production is by Sinister Films and Fuel Content.

The 'hero' shoots can be viewed below:

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*Image courtesy of Toyota