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Country Australia Border Security: Nothing Soft Gets In

Award: Yellow Pencil

Yellow Pencil / Direct / Direct Integrated Campaign / 2011

To remind country Australians that Toyotas are the only 4WDs as tough as they are, we built a border post between the outback and the city, and established Country Australia Border Security to defend it from 'soft' city folk with their 'soft' city ways and their 'soft' city stuff. We equipped the team with Toyota 4WDs, the only vehicles up to the task. Our propaganda campaign was designed to intimidate and interrogate city people, while giving country folk a new champion. ‘Tofu, hair gel, small fluffy dogs, roller blades, soy decaf lattes. Not on our watch.’

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