Cannes - An inspired campaign by Saatchi & Saatchi Australia, has won a total of 5 gold Lions at the 2010 Cannes Lions: “Nothing Soft Gets In” was awarded 2 of the 8 Gold Lions awarded in the Promo & Activation category, and also scooped 3 Gold Lions in the Direct category.
It sees a local task force, known as ‘Country Australia Border Security’, policing a border that separates the tough inhabitants of the outback from their latte-sipping, cheek-kissing, fragrance-wearing city cousins. You’ll be amazed what city people try to get into the country; Tofu, fluffy dogs, hair gel, roller blades, popped collars, fake tan, you name it. So Border Security are equipped with Toyota 4WDs to make sure ‘Nothing Soft Gets In'.
The campaign aired in September 2009, and successfully defended Toyota’s number 1 status in Country Australia, firmly establishing it as an enduring brand able to withstand rural conditions. Significant sales of the Toyota 4WD range were a direct result of the innovative promotional campaign, with the best 4WD sales month in the history of Toyota Australia.
Executive Creative Director: Steve Back
Creative Director: Dave Bowman
Copywriter: Steve Jackson
Art Director: Vince Lagana
Account Manager: Amy Turnbull
Agency Producer: Kate Whitfield
Director: Tim Bullock (Prodigy Films)
Producer: Julian Shelton (Prodigy Films)
Executive Producer: Jonathan Samway (Prodigy Films)