The pack, which has been developed by integrated agency Tullo Marshall Warren, is intended to boost awareness of the Navara, increase dealer footfall and encourage the booking of test-drives.
The creative for the campaign plays on the theme of The Highway Code book with the line 'The highway's got a new code'.
The pack will target self-made men who are interested in outdoor activities and whose work and personal life are intertwined.
The direct activity is part of a wider push for the Navara launch including TV, online and outdoor activity.
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