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Toyota Australia

We established Country Australia Border Security to defend the country from soft city folk with soft city ways and their soft city stuff. Items like Tofu, hair gel, small fluffy dogs, roller blades, soy decaf lattes and all manner of other soft city stuff was targeted. We equipped the team with Toyota's large range of 4WDs, the only vehicles up to the task. Our public service campaign was designed to intimidate and interrogate city people, while giving country folk a new champion. When was your last latte?!

The Impact: Successfully defended Toyota’s #1 status in country Australia. Best 4x4 sales month in Toyota Australia’s history. Toyota Prado sold out, with a two month waiting list. Best sales month for Toyota Hilux ever.

Border flag that reads Nothing Soft Gets In.
Border security racing across landscape.
Signage depicting border guidelines, featuring short male ponytails and popped collars.