Description:

The Toyota Hilux has long been New Zealand’s most iconic truck, earning legendary status among rural communities for its reliability and capability in the country’s rugged terrain. When Toyota announced that the Hilux was going hybrid in 2024, it challenged entrenched perceptions among a highly sceptical audience. For many rural Kiwis, hybrid vehicles were associated with urban use, reduced power, and compromises in performance.

This project was created to directly address these concerns. We designed and built a headline out of 3.5 tonnes of steel, and drove it 6,672km across the length of New Zealand. The project didn’t just speak to the audience; it showed them the Hilux Hybrid’s capability in action.

The design of the headline drew inspiration from letterpress type; chosen for its connection to headline printing, and also for its bold, weighty aesthetic to convey strength and permanence.

Constructed from 140 folds, 974 bolts, 6,512 welds, and over 1,200 hours of craftsmanship, the headline was a feat of engineering, typography, and craft. Welds were left exposed and the paint tarnished—adding an authenticity designed to resonate with our rural audience. The blocky, industrial typography not only looked heavy but visually embodied the rugged durability of the Hilux Hybrid.

Careful consideration was given to the material and finish. Stainless steel was chosen for its weight, recyclability and its anti-rust qualities – the headline was to be exposed to some harsh conditions on its road trip around the country. It was painted and brushed to minimise glare and optimise legibility under all light sources.

To amplify its impact, the 3.5-tonne steel headline was designed to be read from both sides, ensuring it stood out as an iconic, functional centerpiece wherever it traveled. This dual-sided execution reinforced the campaign’s message of strength and practicality, while the letterpress-inspired type added a timeless, handcrafted quality. The headline also took on a sculptural form from behind, grabbing attention on the roads and made other motorists want to pull up alongside to read it.

The result was a striking blend of design and engineering, creating a headline that didn’t just communicate capability but proved it.

As it traveled the country, the headline was photographed, shared and admired on social media, becoming an icon in its own right. Most importantly, it worked. The campaign drove a 25% increase in Hilux Hybrid sales, shifted entrenched attitudes towards hybrids, and reinforced Toyota’s brand positioning as both innovative and reliable.