Nearly 1.5 million Australian adults don’t have a driver’s licence. This can be a byproduct of language barriers, disability, anxiety, financial hardship and other life circumstances. However, not having the freedom to drive can hold individuals back from gainful employment, physically connecting with family and friends and in regional areas can be geographically isolating.
Australian independent agency HERO and Toyota Australia have partnered with Airbag, to create an online content series designed to inspire those who have faced certain barriers and challenges preventing them from getting their licence. The series, Find Your Drive, follows four Australian adults, Zac, 30, partially deaf in both ears and vision impaired; Suzzanna, 48, who has failed her learner’s test six times; Harley, 32, who suffers from ADHD and Maddy, 35, a diabetic single mother.
Over three episodes these hopeful drivers work with expert driving instructors, counsellors and a VR driving school, as they navigate their own personal challenges and the roads ahead.
Says Vin Naidoo, chief marketing officer, Toyota Australia: “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.”
Says Shane Geffen, executive creative director, HERO: “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. 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.”
The series was shot over three months, documenting the lives of the four cast members, up until the moments of their final driving exam.
Says Bec Peniston-Bird, director, Airbag: “Going into this we really had no idea how these journeys would unfold. 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!”
After the release of the final episode, Toyota believes countless Australians will be inspired to overcome their own personal barriers and finally find their drive. Toyota has created a downloadable information pack to help those unlicensed adult Australians continue on their journey to finding the right experts and support so they can finally experience freedom behind the wheel.
The series launches online today, with the campaign supported by PR, radio, digital and social, along with in-dealership activity.
View the full series here.
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
Colour Grade – Moodlab – CJ Dobson
Offline edit: Louise Mullins, Michael Hoolihan
Online conform: Kitset – Stafford Wilson
Sound Design & 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