Toyota needed a campaign to combat the perception that their trucks weren't as tough as trucks made in the USA. This billboard was placed in strategic places in Northern California near competitive dealerships and major thoroughfares. Dealers reported people coming in often and referencing the billboards.
The launch of Toyota's new 4-door, Double-cab Tacoma truck. With it's on and off road capabilities, 4 full size doors for more people, a truck bed for cargo...it extended the Toyota truck lines ability to give people access to more options, more abilities, more of everything - Accessibility and Abilities combined!
