Most SUVs are used for popping to the shops, but Toyota believes they should be driven for all the reasons they were made in the first place. Featuring the C-HR, RAV4 and Land Cruiser an umbrella campaign was created across the range called ‘Because’, listing all the excuses to get out there and drive one. It was executed across TV, social and digital channels. Each digital layer targeted viewers through inspiration, product features, or conversion to purchase

work generated for CHI & Partners and adapted for European markets