Toyota and Saatchi & Saatchi create a fictional recreation organization for the new RAV4 vehicle

Toyota New Zealand has launched an exciting new campaign for the RAV4, introducing a fun and fictional organization called the Department of Recreations, Activities, Visits, and Stuff (D-RAVS). Developed by Saatchi & Saatchi New Zealand, D-RAVS highlights the versatility of the RAV4, portraying it as the perfect vehicle for all kinds of recreational activities.

The campaign showcases three quirky D-RAVS field officers—Greg, Mandy, and Sam—who monitor and track Kiwi recreational activities, creating a humorous twist. These characters and the RAV4 together emphasize how the vehicle fits into New Zealand’s adventurous lifestyle.

The campaign kicks off with a 90-second film, along with 15-second videos that will be shown across YouTube, cinema, radio, and social media. The films were shot in beautiful New Zealand locations, with direction by Max Barden and photography by Alistair Guthrie. Over the next few weeks, additional custom videos will be rolled out targeting various recreational interests, ensuring that the campaign resonates with Kiwis from all walks of life.

Saatchi & Saatchi’s team is excited about this creative approach, as it blends humor with the country’s love for outdoor activities. The campaign aims to engage Kiwis by offering entertainment, while also reminding them of the RAV4’s capabilities, making it the ideal companion for their recreational adventures.

Credits:

Toyota New Zealand 
Client: Toyota New Zealand Limited
Assistant Vice President: Susanne Hardy 
Manager, Marketing Operations: Jamie How 
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/ Marketing: Phoebe Nicholls

Saatchi & Saatchi NZ
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Executive Creative Director: Jordan Sky
Art Director: Gina Morgan
Copywriter: Zach Hall, Andrew Younge
Designers: Nina Kuzmic, Nelson Rayner
Retoucher: Nick Browne
General Manager: Susie Darling
Group Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Head of Connected Strategy: Tim Cullinane

The SweetShop
Production Company: Sweetshop
Director: Max Barden
Executive Producer: Ben Dailey 
Producer: Jimena Murray 
Cinematographer: Marty Williams 
Production Designer: Bruce Everard
Wardrobe Stylist: Sarah Voon
Casting: Akd Casting, Adrian Dentice
Editor: Tim Mauger
Colour: Alana Cotton
Online & VFX: Leon Woods
Audio Post: Liquid Studios
Sound Engineer: Craig Matuschka

Photography: Al Guthrie

Spark Foundry
Media Agency: Spark Foundry 
Managing Director: Nicky Greville 
Client Partner: Kelly Rosnell-Shand 
Business Directors: Toby Yonge, Stacey Stephenson 

Wright Communications
Managing Director: Nikki Wright
Senior Account Manager: Loren Cunningham