Transparent cover wrap

Toyota Prado produced an Australian advertising first when it wrapped The Sydney Morning Herald newspaper in a transparent sheet to promote its launch.

Toyota decided to use a transparent wrap to effectively communicate the new features of the Prado through one simple execution. This saw The Sydney Morning Herald wrapped in this way for the first time in its 178 year history.

The initial idea was developed by Fairfax 360 (Fairfax Media's in house creative team) and then brought to life by the Fairfax Integrated Solutions team, working in conjunction with Toyota's advertising agencies, TMS and Saatchi & Saatchi.

Toyota Prado transparent cover wrap - front page (1m, JPG format)

Toyota Prado transparent cover wrap - back page (1m, JPG format)

planning

implementation

Transparent cover wrap

Toyota Prado produced an Australian advertising first when it wrapped The Sydney Morning Herald newspaper in a transparent sheet to promote its launch.