TOYOTA RAV4 - ADVENTURE RX

EPISODE 1 - FOREST BATHING

OBSTACLE: Toyota faced the challenge of repositioning the all-new Rav4 as more than just a vehicle, but as a gateway to adventure for young urban professionals. The perception of the Rav4 as a vehicle for urban commuting needed to evolve to reflect its potential for outdoor exploration and adventure.

SOLUTION: Revolutionize Rav4's identity with adventure as holistic healing

We conceived "Adventure Rx" – a dynamic four-part video series and immersive web destination designed to inspire urban professionals to embrace outdoor adventures. Each episode of Adventure Rx paired a novice urban adventurer with an influential outdoor expert, embarking on exhilarating journeys in the Toyota Rav4. The series aimed to shift perceptions by showcasing how adventure and exploration in the Rav4 could break the monotony of urban life and invigorate the spirit.

Approach:

Our approach involved curating a diverse range of outdoor experiences to appeal to urban professionals seeking to escape the confines of city life. We carefully selected adventure destinations and activities that aligned with the target audience's interests and aspirations, ensuring each episode resonated deeply with viewers.

Strategic Execution:

Prescription for Adventure: Inspired by innovative approaches to holistic wellbeing, such as Natalie Jeremijenko's Environmental Health Clinic at New York University, we reimagined the concept of prescriptions with "Adventure Rx." This pioneering initiative tapped into the growing movement towards experiential therapies and nature-based interventions, positioning outdoor adventures as essential prescriptions for revitalizing the mind, body, and spirit. By prescribing doses of exhilarating experiences in nature, Adventure Rx encouraged urban professionals to embrace the transformative power of outdoor exploration facilitated by the Toyota Rav4.

Interactive Web Destination: Developed an immersive web platform that served as a hub for Adventure Rx content and empowered users to take control of their outdoor experiences.

Outcome:

Through Adventure Rx, Toyota successfully repositioned the Rav4 as a vehicle that transcends the urban landscape and embraces the spirit of adventure. By showcasing the vehicle's capabilities in diverse outdoor settings and inspiring viewers to explore their surroundings, Adventure Rx sparked a renewed interest in the Rav4 among young urban professionals.

EPISODE 2 - COASTAL FORAGING

EPISODE 4 - STAR GAZING

EPISODE 3 - HANG GLIDING