The Toyota 4Runner is one of the only remaining real SUV’s on the market – that means it has a true body on frame construction versus those other car based ‘SUV’s’. Simply put; the 4Runner is built for ruggedness and getting off the concrete. The Fifth Generation 4Runner was a complete redesign and deserved a new advertising campaign that stayed true it’s core. The crux of the campaign consisted of the tag line ‘YOU IN?’. What surrounded this was a full 360 campaign targeting adventurers. We led the concept, design and execution of the entire campaign.