To take the typical turntable display usually found in vehicle exhibitions to the next level by integrating the concept "A truck should be as strong as the man who drives it" into the actual display.

Main idea: "As strong as the man who drives it".Instead of using a logo, an ordinary animation, or just a headline, we produced the image of a strong man, viewed from the back, against a green screen, reacting to the different moments of the event. We integrated it to the transmission as if he were standing between the action and the audience. The strong man is wearing a t-shirt that reads "Tundra. As strong as the man who drives it", clearly conveying the concept.

The illusion delivered the message “as strong as the man who drives it” in a very effective way as part of a series of events that attracted more than 100,000 people and resulted in 5,211 leads. The showcase of the product was so effective that many people even wanted to buy the truck onsite.