Play is a vital human activity. It’s as natural as dreaming and as beneficial as sleep. But the simple fact is that our overly busy lives have discouraged play. So, we set out to convince Canadians that the new 2013 Rav4 was going to change all that, and get people out ‘playing’ again. The new Rav4 campaign launched with a TV spot showcasing two neighbouring dogs whose competitive spirits lead to ever-increasing adventure in their families' RAV4s. The campaign also branched into playful print executions, and online and social media channels encouraging everyone, everywhere to play.