Toyota Gazoo racing were participating in the 2018 Dakar Rally, and they wanted more than just another ad that would flight for a few weeks and disappear.
What we created instead was a movement that would not only make people aware of Toyota's participation but also rally (as it were) all of Toyota’s sports-obsessed fans and Hilux enthusiasts. #TeamHilux is an ongoing platform Toyota now uses on all of their communication for the Hilux vehicle and it also appears on the kits and vehicles of Toyota-sponsored athletes. Whether you’re on the field or behind the wheel,
you’re a part of #TeamHilux.

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