In recent years, young people in Japan are separating themselves more and more from cars, which is furthermore driven by the fact of increasing herbivore men.Especially in those difficult circumstances Toyota decided to release a real man’s SUV named “FJ Cruiser”.The task was to capture the heart of young herbivore men.To accomplish that mission, we totally stopped referring the product as a car, because of his adorable front grid, poppy color and unique style.We structured the campaign as “FJ Cruiser=A small animal (like a pet)”, to make our main target feel more accessible to it.Very unlikely for a car manufacturer.We made an original movie called ”Biology of FJ” , which simulated the FJ Cruiser as an animal.Performance and function were explained in a biological way.And derivations of the FJ Cruiser were presented as different breeds [Biology of FJ]