Toyota and Saatchi Creates Tallest Climbing Wall Billboard In New York City to Promote the RAV4

We’re always interested in really creative billboard campaigns and so far this campaign by Saatchi and Toyata take the cake.

Saatchi & Saatchi in Los Angeles worked with Toyota to promote their RAV4 by creating the tallest outdoor climbing wall ever built in New York City. The team created a 120-foot vertical climbing wall that weighed over 6,000 pounds. It took pro-climbers 10-15 minutes to complete the challenge.

This is an awesome campaign because it’s in the center of Times Square and got a lot of visibility. We just hope they keep it around for the rest of us to climb! How cool would that be?


Client: Toyota Motor Sales USA
Project: RAV4 Times Square Live-Climb Event

Agency: Saatchi & Saatchi, Los Angeles
Chief Creative Officer: Jason Schragger
Executive Creative Director: Fabio Costa
Creative Director: Erich Funke
Associate Creative Director, Art Director: Vidur Raswant
Executive Director, Integrated Production: Lalita Koehler
Director of Content: Sara Seibert
Experiential Executive Producer: Blake Wassenaar
Content Executive Producer: Richard Bendetti
Senior Art Producer: Skye Houghton
Senior Producer: Rachel Dallas-Noble
Director of Business Affairs: Keli Christy
Business Affairs Manager: K.K. Davis
Senior Project Manager: Nick Zappas
Group Account Director: Drew Corpman
Account Management Supervisor: Chris Crockett
Account Executive: Celia Nissen
Assistant Account Executive: Valerie Purdy
Social Media Engagement Manager: Allie Burrow
Director of Public Relations: Mike Cooperman
Associate Communications Director, Social: Karen Ram
Associate Media Director: Kim Serge
Media Strategist: Talia Didomenica
Senior Strategic Planner: April Ta
Social Strategy: Ashton Dunn
Executive Communications Director, Product Information Supervisor: Joe Rigonan

Group Vice President, Toyota Marketing: Jack Hollis
Vice President, Vehicle Marketing, Communications: Cooper Erickson
Corporate Manager, Vehicle Marketing, Communications: Thomas Crahan
National Manager, Van, Crossover Utility Vehicles: Kibo Kitahama
Manager, RAV4 Hybrid: Alex Du
Planners, RAV4 Hybrid: Kay Sanchez, Jayme Lawson, Ash Hack

Production Company: Process Creative
Producer: Marshall McLaughlin
Directors: Tom Aiello, Daniel Chesnut

Editing Company: Process Creative
Producer: Marshall McLaughlin
Editor: Josh Hamilton

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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