THE CHALLENGE: The Toyota Dyna is a small-duty cab over truck for commercial use in South Africa. My writer and I were briefed to create an ad that celebrated the success of this sturdy little vehicle due to it being the best selling truck in its category.
THE CONCEPT: In the ad we see the Dynas larger Toyota counterparts literally bowing their heads to the little Dyna.
HEADLINE: “SA’s best selling truck deserves a little respect.
AWARDS: Cannes Finalist, Loerie Silver and Eagle Awards Finalist.
MY ROLE: Concept (+copywriter) • Original art direction • Directing the shoot • Final layout
