Usually, when someone sneaks up to a rich guy’s house and drives off with a Porsche, it’s a reason to call the police. This time, it might be a reason to call an auto dealership. In a clever spin on direct mail for Toronto’s Pfaff Automotive, Canadian agency Lowe Roche photographed one of the dealership’s Porsches in the driveways of affluent homes, then used each image to create an ad left at the home where it was shot. The headline: “It’s closer than you think.” The result, according to the agency’s case study video below, was a 32 percent response rate to a site where recipients could schedule a test drive. Direct mail is typically about hitting as many people as possible for as low a cost as possible, but this creative idea shows that for luxury brands, a smaller effort can sometimes go a long way.
Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Dave Douglass, Pete Breton
Art Director: JP Gravina
Copywriter: Simon Craig
Video Production: Motion Pantry
Director / Cameraman / Editor: Dean Vargas
Dodge Charger – Man’s Last Sand
A collection of men refuse to comply with a collection of modern activities. They rebel in their dodge charger. Dodge, an American motoring icon, is currently focused on clarifying and re-energizing its presence in the marketplace. The opening salvo in this effort is this new commercial set to appear during the 2010 Super Bowl, where Dodge will reach its core male target as well as the broader American culture. Based on the simple truth that while men will sacrifice a lot in their daily life to maintain a harmonious relationship with their girlfriend, their wife, their boss, their career—this spot shows there’s ultimately a limit to their chivalry. Especially when there’s a Dodge involved. In this commercial, Dodge re-affirms its relationship to the sort of men that love to drive real American driving cars, and at the same time tells America at large, through the Super Bowl stage, that Dodge is back with renewed energy and focus.
Dodge Grand Caravan – Kittens/Turncoat
Dodge’s advertising, just like its cars, is made “in the defense of driving”—a force against the commoditized “beige boxes” that have become so commonplace across America. In contrast, Dodge celebrates the true spirit of American driving with pride and energy. Starting with the key features of Wi-Fi hotspot, voice-activated navigation and Flo TV, we developed the “Turncoat” and “Alright, Kittens” ads to show the extreme end of how the Grand Caravan could be used and driven. They dramatically bring to life what makes the Grand Caravan a unique vehicle: It has everything, so you can do anything.
Dodge Challenger – Freedom
“Freedom” is a retelling of an important battle in the American Revolutionary War told as grandiose and beautiful as all American folktales. It first ran during the US vs England World Cup game that aired on June 12, 2010.
Though it isn’t a literal retelling of history, it’s a new American folktale about how American freedom was created. Dodge is making a statement about how cars are a very American thing, and how cars like the Challenger can reinvigorate this country’s passion for driving.
Dodge Tent Event – Invisible Monkey Campaign
After getting into some hot water for the original Dodge Tent Event commercial, W+K got creative to appease all parties involved.
Our challenge from Dodge was to create a breakthrough campaign promoting a free, 60-day test-drive. Our solution was not just any tent sale but the Dodge Tent Event, complete with balloons, confetti, a giant red-and-white tent and the kicker, a chimpanzee dressed as a stuntman.
The commercial garnered a lot of views and comments on YouTube, then PETA saw it. PETA demanded that Dodge remove the chimp immediately. Within hours we had literally taken the chimp out of the ad and rerecorded the VO. The “PETA-friendly” spot was back on TV within days.
People were wondering whether the solution was a “middle finger” to PETA. In order to steer the conversation, we asked Next Media Animation World News (NMA), the Internet-famous Taiwanese news-animation company, to help us tell the real story in an organic way that could be seen by an already-captive web audience. So they did, in a day. Actually in five hours. It worked. The story (of the Invisible Monkey) got out. The media was swayed. The collaboration between W+K and NMA was kept under wraps. PETA was happy again with Dodge.
Dodge Charger – Period Piece
Dodge set out to prove that car chases make movies better. To do this, they’ve taken a stuffy Merchant & Ivory-type period love story full of costumes and haughty British accents, and turned it into something we all would stand up and cheer for.
More cars and more driving make for a better movie. In a spot titled “Fast Five—Period Piece,” Dodge and director Steve Rogers take a turgid period film and give it some much-needed horsepower. This spot pays homage to Dodge’s partnership with Universal Pictures for the fifth installment of the Fast&Furious franchise,Fast Five, a film that has a lot of high-stakes chases and a lot of cars, including the 2011 Dodge Charger.
Dodge Charger – The Future of Driving
In today’s day and age, we are surrounded by technology – right from the air-conditioners, television and refrigerators in our homes to the laptops, PDAs and smartphones at work. The dependency on technology is so much in our lives that it no longer aids us but controls us and sometimes takes out the fun in doing things manually. This is exactly what Dodge Charger portrays in The Future of Driving 2011 Commercial. According to the 2011 Dodge Charger The Future of Driving Commercial, robots can take our food, our clothes and our homes, but they will never take our cars.
Dodge Journey – Search Engine for the Real World
The 2012 Dodge Journey was built to be a search engine for the real world – a perfect vehicle for adventurous people who actually explore the world instead of just reading about it online. To get people to explore the world wide world, Dodge hid three 2012 Dodge Journeys across America. You find it, you keep it..
|Describe the brief from the client|
|The Dodge Journey was built to help people to explore the worldwide world. But we wanted to do more than just tell them this, we wanted to get them off the couch and actually out there.|
|We brought together all the chatter surrounding the campaign onto our YouTube page, combining the conversations from Twitter, Facebook and YouTube into one place.|
|Describe the creative solution to the brief/objective.|
|We started with a series of TV commercials. But unlike other car ads, the final heroic shot of the car was a challenge: the Journey they’ve just seen is still waiting at that same beautiful location. If the viewer went there, they could have it. The commercials themselves contained clues and a 24/7 live camera feed showed people exactly where it was – encouraging them to start looking.|
|Describe the results in as much detail as possible.|
|Even though only a few people got to drive home in a new Journey, everyone involved got to experience an exciting real-world adventure that inspired them to get out there.|
Dodge Grand Caravan – The Right Tool for the Job
The majority of Americans are driving the wrong car. One that doesn’t fit their lives, or their needs. So they end up having to do things like mount a cargo bin to the roof just to take a weekend trip with the family. Or rent a U-Haul to run to IKEA. In this campaign, we hold a mirror up to all those people who are trying to get by with cars that don’t fit their lives and highlight the Dodge Grand Caravan.
Dodge Dart – How To Change Cars Forever
What do you need to create a groundbreaking compact car? Smart people, great ideas—and a healthy sense of humor.
That’s according to this entertaining 90-second spot from Wieden + Kennedy in Portland, Ore., for the 2013 Dodge Dart, offering a easy step-by-step instruction guide for designing and engineering a worthwhile entry in the competitive compact-car segment. Basically, you need lots of coffee, not a lot of other commitments, not a lot of committees or finance guys, and a whole lot of refining and refining and refining. The playful rapid-fire presentation is vintage W+K, which has built reserves of wry humor into the Dodge brand for several years now. In a nice touch, the Dart spot—directed by Christopher Riggert of Biscuit Filmworks—also features a celebrity endorsement by Tom Brady, in the form of Brady questioning whether he’s even right for the role. The spot’s energy is derived largely from a solid choice of soundtrack: the Jay-Z and Kanye West track “No Church in the Wild,” from their Watch the Throne album. The spot, titled “How to Change Cars Forever,” also introduces the tagline “New rules,” to emphasize that Dodge is redefining what a compact car can be. “Adding a dose of fun, creative license and Dodge brand humor, ‘How to Change Cars Forever’ captures the meticulous process of starting with a simple idea and developing it into a revolutionary new car, including the angst and pressure of a blank page, trials and errors of the early stages, and molding, shaping and testing the Dodge Dart until it was right,” says Olivier Francois, marketing chief at Chrysler Group. “We wanted to provide a peek inside what it takes to bring a new car to fruition.”
W+K continues to make such glimpses worth your while.
Peugeot Panama has launched a Pinterest-based competition that asks people to complete puzzles by repinning images of its cars.
Last week the brand created several boards depicting different models with pieces missing.People can search for and find these pieces, pin them on their own boards and share it with Peugeot. The first five people to complete their boards win prizes.
Though a visit to the brand’s Pinterest page leaves you somewhat confused at first, since several boards have been used as placeholders – separating the cars into different price brackets. One such board is titled ‘Starting at 35,000us’ and is toally blank, with no content pinned. It’s an interesting way to use the space, but isn’t immediately obvious.
People are asked to click any board to find out where to look, which is explained as follows:
This is a 5 piece puzzle of a Peugeot 3008, as you can see there are 4 pieces missing. Look for them in our website (peugeot.com.pa) or in our Facebook fan page (www.facebook.com/profile.php?id=1797346790), pin them in your own board and share it with us. The first 5 people to complete their boards win!”
Using boards as placeholders is certainly one of the most creative uses of Pinterest we’ve seen so far, but sadly it’s overshadowed by the fact that the puzzle itself isn’t very clear. It’s difficult to work out how you’re supposed to get involved, and even the brand itself has had to step in to inform a participant that the goalposts had been changed:
Hi Julia!, thank you for participating in the Peugeot Puzzle Contest, sadly as you may know, Pinterest changed our layout so we were forced to adapt the contest again. Please feel free to leave your board and start pinning again. Best Luck!”
That said, Peugeot Panama uses a conversational tone in its outreach above and is trying something new – so should be applauded for doing so. However, it might transpire that a simpler competition, with mechanics that are easier to understand, might be more successful in driving participation in the long run.
A great and impressive use of this very young network. Of course it takes a bit of courage and passion to start such an experiment – and it IS an experiment that started to work well. The mechanic of the puzzle picks up the main idea of Pinterst, which makes it feel integrated on one hand, and explains the great user feedback on the other hand.
Advertising Agency: Tribal DDB Colombia (?)
The new, integrated ad campaign for Nissan, which launches in Europe in March 2012, reflects the adrenaline junkie inside anyone who enjoys getting behind the wheel of the Juke.
A 60-second television spot heads the extreme sports-themed campaign from TBWA\London, named “Built to Thrill”, which conveys the high-energy of the sporty Nissan model and features a driver’s car built around him as he performs just about every daredevil stunt known to man. The Juke is shown being assembled by a variety of people as it skydives, jumps ramps and scuba dives before emerging out of a tunnel, set to a musical backdrop, composed by ‘The Horrors’.
The spot was shot in South Africa with most of it as live action. “We first had a guy skydive with a fake car seat strapped to his body inside which was his parachute,” explains Alasdhair Macgregor Hastie, European Creative Director, TBWA\G1.
“The guys building the car in mid air were tied to a crane hanging 100 metres above the ground and we model-made the heavier car parts in the art department. The landing scene was shot outside Cape Town and again, we used a crane to drop the car body onto the ramp, which was all real. We then built the stadium in post. The scene featuring the bikers is also all real and we had stuntmen jumping from bikes and hanging on to the roof of the car. The water scene was shot in a pool, with real divers. Nobody got hurt – although it aged me ten years!”
Alasdhair says the ad was “very” expensive to make, “but worth every cent.”
“Unlike all other car brands Nissan (and Infiniti) has a very talented core Marketing, Advertising team and a central agency to handle all comms for Europe, Russia, and other regions so the budgets are centralised and therefore more efficient. Instead of doing 5 different campaigns to launch a car, we only do one. Which is more cost effective and gives us access to top talent.”
Building a skydiving car looks surprisingly easily in this Nissan Juke TVC directed by Lieven Van Baelen, with visual effects by Mikros Image. At Mikros, Christophe Huchet was VFX producer, with Antoine Carlon and Laurent Creusot acting as VFX shooting supervisors as well as CG lead and 2D/Flame artist, respectively. We talk to the studio about the ad’s main challenges.
The spot begins with an intrepid driver jumping out of a plane and buckled into a car seat. Soon enough, he is positioned into a car body by skydivers, who get to work – mid-air of course – adding a roof, tires, engine and steering wheel. These plates were filmed against bluescreen with the parachutists and car suspended on wires and the action following detailed storyboards.
“There were two cameras on the set (in South Africa),” says Christophe Huchet, VFX producer of Mikros, “one was with a cameraman standing on track or on a cradle and the other one on a remote jointed arm controlled by three operators. There were a lot of wires to clean up as there were up to nine parachutists shot at the same time. Each of them was hung by four wires plus the car. We had to deal with ‘restore’ on their faces and clothes. We completed an urban matte painting behind the clouds for high-angle shots. To add realism to the shot, we had to add cameras shakes and vibrations to simulate a real skydive, inspired by real shots references.”
Mikros also created CG parachutes for the skydivers, before the half-finished vehicle drops safely in a stadium – landing on a ramp as motor-cross riders add panels and spray paint a red finish. The stadium was populated using Golaem Crowd geometry instancing, generating up to 12,000 spectators at a time. Clothes, shaders and motions for the animated digi-double crowd were established in Maya, with a particle system used to place characters in seats. Mikros then built its own procedural rendering plug-in for Arnold based on a beta version of the Golaem Crowd IO library to render the scenes.
The nearly formed Nissan Juke launches out of the stadium via another ramp and splash-lands in water. Here, scuba-divers secure a windscreen and finishing touches before the car enters a tunnel. Filmed in a tank, Mikros graded the car for readability and added digital bubbles.
Finally, the Juke exits a tunnel before continuing into the city. The tunnel did not exist, so a make-shift surrounding for the car was built at street-level and filmed with tracking markers. “That shot was pretty difficult to tune as there were two opposite camera directions,” says Mikros. “The car is coming towards us and the camera is going the other way. We had to do some research to find a speed that suited the director. We also paid attention to light as the crossover is coming out of a tunnel and is going from dark to light. During the shooting, a truck rode along the crossover with many spotlights to light the car properly.”
The campaign also includes an art installation that aims to show off the Juke as it is being assembled using a variety of sports equipment that inspired its design. A dune buggy (originally chosen for its high arched wheel design) and a motorbike (the inspiration for the interior design and console) are combined to build a 3D image of a Juke. The car seat fabric was inspired by neoprene wet suit material, while a canoe and snowboard are also featured to appeal to the Juke’s target excitement-seeking audience.
“We originally planned to have a travelling installation and may well do so,” says Alasdhair. “The campaign is being picked up by countries not originally interested in a Juke flight (Canada airs it at the end of March) because it is so impactful and brings a whole new perspective to Nissan and the way people see the brand. When we showed the TVC to the Nissan board, the head of Design pointed at the screen and said ‘That’s it, that’s my car!’.”
Nissan and TBWA have also released behind the scenes footage showing how the installation was brought together. This film will also be accessible via QR codes on the outdoor and print executions of the campaign.
“The focus on human emotion plays into the new strategy,” says Ewan Veitch, President of TBWA\G1.“Previously, communications have concentrated on the car and how it interacts with its environment. This campaign has been developed to communicate the excitement and thrill that the driver gets from a premium and high performance, yet accessible, model. ‘Built To Thrill’ celebrates both the truth of the car’s design DNA and the resultant excitement from owning and driving one.”
“Built to Thrill” will also be supported by retail, social media, digital and experiential activity.
Advertising Agency: TBWA/G1, London
Creative Director: Alasdhair MacGregor-Hastie
Creatives: Fabio Abram & Braulio Kuwabara
Director: Lieven Van Baelen
Composer: The Horrors
MINI UK – Climbing MINI
MINI Canada – Corner
MINI Canada – Union Jack
MINI Canada – Luge
MINI Canada – Agrippez-vous
MINI USA – 3D Robot
MINI Cabrio – YO-YO
Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Cristino Battista
Art Director: Dario Agnello
Photographer: Armando Rebatto
MINI Canada – Let There Be Xenon
MINI JAPAN – Missing
To build and to maximize a new value of Mini in a Japanese way, and to arouse interest and attract attention toward Mini from not only Mini fans but also from those who had no interest. Taking an opportunity of the updated New Mini launch on the “Mini Day (promotional anniversary in Japan)”.
The creative execution
To describe the New Mini’s exciting charm by putting it into the Japanese favourite “Manga” story-”the New Mini escaped with its own will.”
To expand the New Mini’s fascination and to generate penetration in the market by involving the Japanese audience into Mini’s escape story in the theatrical campaign. The campaign was aimed at 35-49 year olds the liberals of high society. It is the progressive trendsetter that becomes the core target as they invent the fashion. The campaign is developed mainly on Outdoor advertisement and website, without using other mass media. However it was taken up by TV, magazine and outdoor advertising. The story development of the campaign succeeded in having not only a simple recognition of the product but also a deeper personal communication.
Advertising Agency: ADK, Tokyo
Creative Director: Tatsuyuki Hamada
Copywriter: Keisuke Yosahida
Art Director: Toshiaki Oikawa
MINI COOPER S – Base Jump
In 2006, the MINI was re-launched. Its key feature: more power. And while the new engine creates the familiar “go-cart feeling”, a simple switch of the (tiptronic) button to the “Sport” mode causes the power steering and the gas pedal to respond even more directly. The re-launch’s campaign slogan was “Incredibly MINI. The new MINI.“ And when MINI says “incredible”, they mean incredible. As incredible as a jump from one rooftop to another.
On the one side the ramp, on the other the brand-new MINI Cooper S: for every driver crossing the bridge near this twin high-rise, it had to look as if the car had just achieved such as spectacular feat. Which lent an air of nitty-gritty realism to the message “Incredibly MINI. The new MINI.” And gave a powerful boost to the whole campaign.
The target audience for this campaign was “postmodern trendsetters”, i.e. fun-loving people with a penchant for thrills and spills. Among their values and life goals are independence, spontaneity, rejection of norms, self-realisation, fun and action. The MINI installation was perfectly attuned to this group and their search for the uncommon and sensational.
The “MINI Base Jump“ campaign caused quite a stir, both among the media and the people driving by the spectacular sight every day. The promotion’s aim was to invite people to go for a test drive at their nearest MINI dealership – because statistics show that 60% of those who try one, buy one.
Advertising Agency: Jung von Matt AG, Zurich
Executive Creative Director: Alexander Jaggy
Creative Director: Michael Rottmann
Art Director: David Hanselmann
Copywriter: Thomas Amman
MINI Malaysia – Loop
MINI Canada – MINI Vending Machine
2011 brought on a new year of model updates for the always-iconic MINI and MINI Canada wanted to show these off by highlighting what our MINI target loves most about the car: its individuality. .
The goal was to create a buzz-worthy piece that would let our target audience know that MINI absolutely owns customization.
They decided to showcase the idea of personalizing your MINI, by tactically placing an interactive experience right where our target audience would be found, in an arresting way that only MINI could do.
They created the MINI Vending Machine, the largest ever interactive night projection in Canada, which showcased different combinations of the latest 2011 MINIs. Placed strategically in the club district where our key target audience is found, passersby could interact with it by texting to choose the MINI they wanted. This triggered their MINI to drive to the bottom in 1 of 9 fun, cheeky animations. A personalized-response SMS message was then dispatched to them, that led to MINI’s Facebook page.
Several channels worked together to maximize the campaign: first, our target could both view the eye-catching projection and then interact with it. This was then taken one step further in our ability to gather a data-base of target audience.
Finally, the projection went viral, and gained immense international exposure.
The Vending Machine was hugely successful; not only did it get 134,861 impressions in two weeks, it received large-scale attention on thousands of sites and blogs all over the world, as well as over 20,000 hits on Youtube in its first week.
The MINI Vending Machine didn’t just light up the street for the public to interact with and enjoy – it created a major buzz online.
Advertising Agency: Taxi 2, Canada
Creative Director: Lance Martin
Copywriter: Alanna Nathanson
Art Director: Jeff MacEachern
Animation: Hatch Studios
Interactive: Forth Wall
MINI Countryman – The Getaway Billboard
Insights, Strategy & the Idea
MINI launches the MINI Countryman: The 4th car line of the company, after “Hatch”, “Clubman”, “Cabrio”. The biggest one (4 meters). The first with 4 doors and, most of all, the first with 4WD.
The positioning claim is MINI Countryman. Getaway, “Getaway” means the opportunity to have multiple choices and join your passions.
- Objective. The new MINI Countryman is coming to town and we need to present it to the target.
- Media choice:. we have a big-size outdoor media, in the city centre of Milan.
- The challenge. To find a disruptive way of using the billboards, finding an eye catching creative idea.
The purpose is: to be spectacular, using a fibreglass car on the billboard; to be consistent with the positioning: showing the “Getaway” via active sport field (considering the incoming summer season the new MINI is the perfect car able to follow your passion like sea surfing).
We have the opportunity to use a special three-face billboard.
The idea is to create continuity between the three billboards using a creative execution able to connect them.
Billboard 1. It represent a fake surf apparel brand adv: young surfers pose in front of the camera but three of them seem to be interested on what’s happening around the corner, and one of them, physically, is watching on the main billboard.
Billboard 2. The new MINI Countryman in fibreglass is the protagonist. It has a surf board on the roof and is represented as it is “going away”, out of the billboard. One of the surfers, represented on billboard one, is watching the MINI going away with his surf board.
Billboard 3. An invitation, together with an announcing of the new MINI, consistent with execution: “Welcome on Board”.
Results and Effectiveness
An impactful presence, spectacular and attention getting also during the “installation”, it has created a sort of “event”.
An estimate of 964.000 contacts made in 30 days of exposition.
Great unaided PR activity: the most influent Italian newspapers mentioned the campaign.
Target catch, also through word-of-mouth offline and online (web sites from all over the world posted the images; surfing the net with “MINI Countryman Billboard” the Italian idea is the first between the search results).
Advertising Agency: Bcube, Italy
Executive Creative Director: Francesco Bozza
Creative Director: Alessandro Sabini
Copywriter: Martino Lapini
Art Director: Fabio D’Altilia, Daniele Pancetti
MINI Countryman – Times Square
Amidst the clutter, neon and noise of Times Square we used the launch of the all-new four-wheel drive MINI Countryman to do something simple, quiet and, dare we say, beautiful. The eight panel OOH takeover has two fiberglass Countryman mounted on an idyllic mountain scene with the words: Let it Snow.
Advertising Agency: Butler, Shine, Stern & Partners
A MINI still has the public image of being a small car. MINI wanted to correct this misconception with the help of a guerrilla campaign that focused playfully on exactly that key asset of a MINI – its size. The goal of the campaign was to make the target audience realize that a MINI offers much more space than is commonly assumed. To “prove” this, the size of a MINI car was used in a witty and slightly exaggerated way: at several locations in a number of Swiss cities life-size front views of a MINI car were installed, complete with an open driver’s door. The locations chosen were entrances and exits of underpasses and escalators (leading, for example, to train stations) in areas frequented by many passers-by. Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand. Good for a golden lion for Best use of Ambient Media.
Advertising Agency: Jung von Matt, Zurich
Creative Directors: Alexander Jaggy/Michael Rottmann
Art Director: Hendrik Schweder
Art Director: David Hanselmann
Copywriters: Lars Haensell/Ole Kleinhans
Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Our briefing was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 year old urban people. We want to reach the communities that fit the iQ’s core values: design, technology and automotive. We need a concept that can merge these three strong online communities. How can we jump out of the mass? How can we be different from our competitors, and be relevant and attractive to our target group? How can we create something that’s in our target group’s world, and that lasts longer than a normal ad?
To demonstrate its incredible agility, the new Toyota iQ was the first car in the world ever to create an entire font from A to Z. To make this project happen, we collaborated with: – Zach Lieberman, pioneer in interactive art. Color tracking software developer. – Pierre and Damien, from Pleaseletmedesign, a type and graphic design studio. Font designers. – Professional pilot Stef van Campenhoudt, European champion of GT3 racing. Font driver. All together, they created the iQ Font. The making of video was posted on Vimeo, with a direct link to download the iQ font for free on the Toyota website, where people were also invited to book a test drive.
The making of video was posted as a viral film on Vimeo, and got featured on thousands of influential design, technology and automotive blogs worldwide. The video was posted on over 6000 blogs worldwide. The stunt also got a huge amount of offline media attention in leading design and technology magazines all over the world. It was even broadcasted at the Typophile festival in New York, and at ‘Centre Pompidou’, the museum for modern art at Paris. The iQ Font making of video got more than 600 000 unique clicks and reached over 2 million page views on blogs and online magazines. The iQ Font got downloaded over 24 000 times from the Toyota website.
Thousands of posts on other social media, like digg, facebook, tumblr, delicious… More than 600 000 views of the making of video. More than 2 000 000 page views on blogs and online newspapers. Free media coverage in magazines and newspapers. More than 24 000 font downloads from the Toyota website. 2 345 test drive demands. All this with 0 euro media investment.
Advertising Agency: Happiness, Brussels
Creative Management: Karen Corrigan/Gregory Titeca
Creative Director: Gregory Titeca
Creative: Tom Galle
Creative: Ramin Afshar
Head of Art: Cecilia Azcarate Isturiz