To mark Toyota Land Cruiser's first US redesign in a decade, Saatchi & Saatchi LA have transformed a traditional print ad photo shoot into an entirely interactive online campaign.
National Geographic photographer Randy Olsen was hired and contributed over 20000 photos and many hours of video footage, spanning from the Australian Outback to the Yukon in Canada.
Taking it one step further, Toyota have launched a traveling photo exhibition and lecture series in various cities worldwide. The effort is also being followed up in a 30 minute TV show, as well as a coffee table book and print campaign. You can view the online element of the campaign by clicking here.
Pretty decent return on investment I'd say.