Toyota's Project Bida reimagines the Tamaraw for a new generation

Toyota Motor Philippines (TMP) has relaunched the Tamaraw—a model deeply ingrained in the country's collective memory. Revived under the banner of "Abante, Posible," the campaign reframes a utility icon as a symbol of progress and Filipino pride.

Driving the campaign is Project Bida, a collaborative effort between TMP and agency partner Tribal Worldwide Philippines. Through a wide-reaching mix of media channels, it seeks to reframe the role of the modern utility vehicle in the lives of everyday Filipinos.

"Project Bida is quite a unique campaign for Toyota, given the extraordinary nature of the product being introduced," Elvin Luciano, vice president of TMP's marketing services department, told MARKETING-INTERACTIVE. "Guided by the overall theme 'Transformative Mobility' we wanted to introduce the Next Generation Tamaraw as the versatile and flexible vehicle that not only transforms itself to suit the personal needs of the customers, but more importantly, offers the possibility to transform lives, and the industry."

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The creative approach refrains from leaning too heavily on nostalgia, instead using it as a grounding element to amplify a forward-looking message. Director Sid Maderazo and producer Datu Gallaga crafted a narrative that taps into the real-world aspirations of modern Filipinos, positioning the Tamaraw as a tool for upward mobility.

"Working with Tribal, we continuously transformed the campaign itself as we went along until we finally launched with the Tamaraw's unique position as 'Gawa ng Pilipino para sa pag-unlad ng mga Pilipino' (Made by Filipinos for the development of Filipinos)," Luciano noted. "Truly, this campaign is not just a nod to the Tamaraw's legendary past, but is a preview of the many ways the next generation Tamaraw can push all of us to an 'Abante, Posible' future."

The campaign runs from December 6, 2024, through 2025, with a broad execution strategy spanning television, digital platforms, print media, out-of-home placements, and on-ground or in-store activations.

According to Toyota's website, the Tamaraw is available in several variants, including the Dropside Gas priced at 757,000 pesos (US$13,600), the Aluminum Cargo Gas at 808,000 pesos (US$14,500), and the Utility Van at 1.14 million pesos (US$20,500).

Recently, TMP Foundation donated a locally made Tamaraw utility vehicle, gear kits, and 3 million pesos (US$53,800) in funding to support the department of environment and natural resources's efforts to protect the endangered tamaraw and its rangers in Mindoro.

In Indonesia, the Toyota Tamaraw is known as the Hilux Rangga—a locally tailored version of the Hilux pickup designed to suit the preferences and needs of the Indonesian market.

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