D-MAX Arctic AT35
Background
This is the ISUZU D-MAX Arctic AT35 is the most capable D-MAX ever, with an impressive approach angle, and category leading break-over angle, departure angle and wading depth. The ARCTIC AT35 is a specialized tool that is ready built as the ultimate offroad partner.
Brief
This is the launch of the ISUZU D-MAX Arctic AT35.
We need to find a market positioning for the Arctic AT35 that builds on its off-road capabilities while keeping to the core D-MAX positioning of “Take it to its limits.” Deliver a campaign which introduces the D-MAX Arctic AT35 to our audience and establishes that it is the most capable bakkie in South Africa.
Rationale
The ISUZU D-MAX is known and renowned for its legendary reliability, comfort, and capability. So, what do we say about a bakkie that brings together all these characteristics in one hellava good looking package? Well, in this case…it’s not even about the bakkie.
Well, in this case…it’s not even about the bakkie. It’s about you. This is a vehicle that’s capable of doing just about anything.
It’s about where you want to take it…it’s about taking YOURSELF to the limits too, because….
Big Idea
IF YOU WANT TO IT CAN
ECD: Jacque Matthee
CD:Nkululo Masiba
Art Director: Charles Senyasamore
Copywriter: Andile Mahlangu
