The Wall
A 120' wall climb.
Live.
In Times Square.
The Wall. A short film.
This idea came about as an extension of our RAV4 Hybrid “How Far Will You Take It” campaign, which encourages and challenges people to go out and try something new.
The basis of the campaign stems from the insight that the types of people interested in this vehicle seek out new and exciting experiences.
We wanted to create an experience, not just a billboard. One that would inspire people to go out and try it themselves.
Instead of just “talking” the idea - we also wanted to prove the value of the idea.
Christina Fate embodies the messaging of “How Far Will You Take It” -- she left her office job to become a rally race navigator and push herself past her comfort zone. We wanted to give her her next challenge. She had never rock climbed before and if we could show a novice doing this, it would be more of a motivator for others. She worked with professional trainers to prepare her for the climb.
Why this message for the RAV4 Hybrid?
By virtue of it being a hybrid and an SUV, the RAV4 seems to be the perfect vehicle - it expands your radius a bit more than another vehicle could.
Time lapse of Christina's ascent of the wall.