Toyota helps Australian adults find their drive via HERO

7 February 2024

Creative Agency: HERO

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To inspire those who have faced barriers preventing them from getting their licence.

Australian independent agency HERO and Toyota Australia have partnered with Airbag Productions, to create an online content series designed to inspire those who have faced certain barriers and challenges preventing them from getting their licence.

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.

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.

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 our hopeful drivers work with expert driving instructors, counsellors and a VR driving school, as they navigate their own personal challenges and the roads ahead.

Vin Naidoo, CMO at Toyota Australia says as 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 Naidoo.

Shane Geffen, ECD at HERO, says when the agency first started talking about the concept, it 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," he says.

The series was shot over three months, documenting the lives of the four cast members, up until the moments of their final driving exam.

Airbag director Bec Peniston-Bird says going into this the company 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," she says.

"And there were definitely tears shed along the way - were they tears of joy or sorrow? - you’ll have to watch and see!”

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.


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

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

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

Composer: Cam Giles-Webb
Engineer: Colin Simkins

Client Director: Kate Provan
Client Manager: Sally Hay

PR AGENCY - Havas Red
Group Account Director: Russell Williamson
Account Director: Adrienne Pearson

Account Manager: Lachie Barber

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