SUBARU
TOUGH BREEDS TOUGH
CONCEPT
DIRECTOR
Chris Fowles
People hear Subaru and think of the 90’s rally cars. But in the UK it’s heritage is rooted in the 4x4 Forester keeping remote, wild communities connected. The challenge was to relaunch the Forester and remind everyone that a tough car can rub off on you: So the brand platfrom Tough Breeds Tough was born.
What it did.
— Set a brand platform concept and approach for future campaigns to come from
— Started the process of challenging perceptions of Subaru
- Stretched the idea so it worked from internal presentations through to dealership POS