TOYOTA GAZOO RACING SOUTH AFRICA
THE DAKAR RALLY 2024
The South African Toyota Gazoo Racing team partakes in the annual Dakar desert rally and have accomplished great heights throughout the years. Each year, team Toyota releases a creative campaign to encourage South Africans to show support for the TGRSA team during the intense Dakar rally. We were tasked to create a full 360 campaign which was inclusive of digital, out-of-home, print, TV, radio and more. This campaign was launched in both English and Afrikaans.
Dakar 2024 TVC - English
Dakar 2024 TVC - Afrikaans
THE CONCEPT
The concept of this campaign was inspired by the extreme terrain that the drivers face during the rally race. Above the other drivers they are racing against, the terrain itself is one of their biggest challengers.
The aggressive environment becomes the antagonist in the drivers story towards success. Our idea focused on accentuating the horror of the desert, visually depicting it as attacking the Toyota Hilux Dakar vehicle and showcasing how the vehicle comes out as the hero, triumphant throughout the Deserts challenges.
CAMPAIGN ELEMENTS
Key visual images (Retouched)
Out of Home - Billboards
Static Social Posts
Social Videos
These social videos were cut into 40 second, 30 second, 15 second, 10 second, 6 second and 5 second videos to be rolled out into multiple sizes (1x1; 9x16; 16x9) and launched across multiple social platforms (Facebook, X, Instagram, Youtube, TikTok) to reach the audience. Both English and Afrikaans edits were created.
Digital Banners
Lead creative team:
Art Director - Saarah Saint
Copywriter - Thobani Mntambo
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