BYD

Releasing a new apex predator into Australia’s ute market.
BYD Shark 6 launch.


BYD let us play with SHARKS and boy was it fun. In Australia, the ute is part of our national identity. But while drivers have evolved, the category hasn’t. Tradies, it seems, are stuck in their gas-guzzling ways. BYD tasked us to launch their SHARK 6—a plug-in hybrid ute built for tough terrain, with the smarts to match. To prove the SHARK is the top of the ute food chain, we let them loose amongst some real Aussie adventurers, inviting them to play with SHARK 6's in real conditions to prove this new breed of ute deserved its place in the pecking order.

A punk-rock soundtrack from The Peep Temple brought the vibes and grounded the car on Aussie soil. From the bush to the coast, we proved the SHARK 6 is built for how Australia works, lives and plays—and importantly, where it’s headed next.

The Shark 6 launch went off, tearing a massive bite out of the ute market.
Within hours of release, overwhelming demand crashed BYD’s website, with 1,400 orders placed in the first 12 hours. By February 2025 the SHARK became the 3rd highest selling ute in Australia.

