With the launch of Toyota’s first all-electric vehicle the Toyota bZ4X is everything Australians know, trust and love about Toyota, but now with an all-electric engine. We brought this to life through a character named Barry, who captures the nation’s collective scepticism by purchasing an EV with a surprise twist. It ran nationwide supported by TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.