Only a Hilux beats a Hilux, and the owners know this better than anyone else. Research showed our team that people who buy the iconic Toyota pickup truck will only trade in their Hilux for a newer model. When Toyota launched an entirely new Hilux model in Brazil, we decided to reveal the changes in an unprecedented way: by replacing the old Hilux in owners' photos with the new model. The activation was a success, raising awareness of the new model and earning the brand a Silver Effie Award for its effectiveness.