“It’s not just about how far you can take your vehicle, but how much you can challenge yourself“. This was the message of the Toyota campaign. Together with advertising agency Saatchi & Saatchi Toyota produced an outdoor climbing wall on a billboard in the middle of the most popular attraction in New York, namely on Times Square. The purpose was to advertise the new RAV4 Hybrid Toyota car. The activation itself was timed to the media days of the International Auto Show.