‘Find Your Drive, Find Your Freedom’: Toyota helps Aussies learn to drive, via HERO and Airbag
Car brand Toyota is on a mission to inspire and motivate Aussies who have previously faced barriers preventing them from getting their driver’s licence, with a new content series via indie agency HERO and Airbag Productions.
The series, ‘Find Your Drive’, acknowledges that not having the freedom that comes with a driver’s licence can hold people back from gainful employment, physically connecting with friends and family, and isolate individuals geographically.
According to Toyota, nearly 1.5 million Australian adults don’t hold a driver’s licence due to language barriers, disability, anxiety, financial hardship and a multitude of other life circumstances.
The brand hopes to change that through the new series – across three episodes, it will follow four Aussies navigate their personal challenges and the roads ahead.
It features partially deaf in both ears and vision impaired 30-year-old, Zac; Suzzanna, 48, who has failed her learner’s test six times; Harley, 32, who has ADHD; and 35-year-old diabetic single mother Maddy.
Toyota’s CMO, Vin Naidoo, said: “As a global brand Toyota is a company that is about delivering happiness for all, with a commitment to not only delivering ever better cars, but more importantly delivering greater freedom for all.
“The ‘Find Your Drive’ project is a perfect demonstration of this vision.”
Shot over a three month period, the series documents the four Aussies up until their final driving exam.
“When we first started talking about the concept we quickly discovered that everyone knows someone in their 30s, 40s and 50s who doesn’t have a licence,” said Shane Geffen, ECD at HERO.
“We knew if we could help even a few of these individuals to get behind the wheel, with the right assistance and encouragement they could achieve what they thought was impossible and inspire others to do the same.”
Suzzanna
Airbag Productions worked with HERO on the series, and director Bec Peniston-Bird said everyone on set got “deeply invested” in the stories and outcomes of the featured Aussies.
“Going into this we really had no idea how these journeys would unfold,” she said.
“We were a small crew and we all became deeply invested in a successful outcome for each of our learner drivers. Our driving instructors and counsellors felt the same way.
“And there were definitely tears shed along the way – were they tears of joy or sorrow? You’ll have to watch and see,” she concluded.
The series launched this week with campaign support via radio, digital and social, as well as in-dealership activity.
Toyota has also created a downloadable information pack to help other unlicenced adult Australians embark on their own journeys.
Watch the first episode here:
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Credits:
Client: Toyota Motor Corporation Australia
Chief marketing officer: Vin Naidoo
Snr manager, brand communications: Andrew Wearing
Manager brand communications – passenger: Taruna Aguru
Senior brand specialist – passenger : Ben Casagrande
Senior brand specialist – passenger: Burhan Al-Rashid
Senior brand specialist – passenger : Grace Cheah
Agency: HERO
Executive creative director: Shane Geffen
Creative director: Andrew Woodhead
Art director: Charlotte Smith
Copywriter: Will Fox
Designer: Edward Tang
Broadcast producer: Margot Ger
Head of strategy: Tallon Mason-Kaine
Client service director: Richard Hayes
Executive director: Charlie McDevitt
Business manager: Johnny Lwin
Production: Airbag
Managing partner: Adrian Bosich
Director: Bec Peniston-Bird
Executive producer: Martin Box
Producer: Johanna Rayner
DOPs: Aaron Farrugia & Marden Dean
Post producer: Nick Venn
Casting: Catapult
Post production
Colour grade – Moodlab – CJ Dobson
Offline edit: Louise Mullins, Michael Hoolihan
Online conform: Kitset – Stafford Wilson
Sound design and music: Gusto Music
Composer: Cam Giles-Webb
Engineer: Colin Simkins
Media agency: Spark
Client director: Kate Provan
Client manager: Sally Hay
PR agency: Havas Red
Group account director: Russell Williamson
Account director: Adrienne Pearson
Digital agency: R/GA
Account manager: Lachie Barber
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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