Saatchi & Saatchi created a campaign for Toyota’s Rav4 that included a contest, a street event and a live 100’ vertical climbing wall spanning over two billboards in New York City. The challenge for Atomic was to develop in tandem with a world class climber, a usable climbing path that would wind across a rock wall image and would bridge between the two billboards. Important to the plan was keeping in mind the safety of the climbers as well as the spectators on ground level. Five climbers scaled the wall 10 hours a day, for three days during the Auto Show. Needless to say, the live climb created a lot of social media buzz.

Client: Wilkins Media
Agency: Saatchi & Saatchi LA
Location: New York City