In the face of an already crowded off-road segment, and confronted with the extreme challenge of launching the 2014 FJ Cruiser Extreme, Toyota together with GMASCO (who worked closely with MVM and VOX Cinemas) executed a 4D campaign (shortlisted at Dubai Lynx 2015) to achieve stand-out awareness.

It was also a region-first 4DX commercial which screened at City Centre Dira and City Centre Mirdif alongside the blockbuster Need for Speed and Fast and Furious 6. The ad utilized augmented environment effects such as motion, wind, rain, fog, lighting and scent