Defy Expectation

When Toyota were looking for a BIG idea, they briefed Greg with the opportunity to develop a concept which could support the positioning of the new Toyota Camry 'Defy Expectation'. As partnerships director at HT&E, Greg worked closely with the teams at ARN and Adshel to deliver something that was an Australian media first. A one day commercial takeover of the Pure Gold Radio Network and Adshel live digital panels across the country, Radio breaks became content breaks, with Pure Gold's Jonesy and Amanda shining a light on Australians who had defied expectations whilst Adshel's live panels gave the Camry campaign 100% SOV maximising impact on the streets.