Toyota - "Projecting Pollution"

Conill

Conill El Segundo, Estados Unidos

6418

Titulo	Projecting Pollution
Agência	Conill
Campanha	Toyota Prius v - Projecting Pollution
Anunciante	Toyota Motor Corporation
Marca	Toyota
Data da primeira Transmissão/Publicação	2012 / 4
Produto	Prius v
Sector Empresarial	Automóveis médios
Legenda	act13, csr, air pollution, hybrid
História	Los Angeles has an estimated 5,490,000 motor vehicles in circulation. This contributes to the city's air pollution. Pollution that is ignored, because it is hard to see even though it's everywhere. Then, how to make people interested in the new Toyota Prius v, which has less smog-forming emissions? We looked for venueswith a high concentration of cars, a big screen, and a projector: Drive-in theatres. Everybody knows that any object that crosses the path of the projector's bright light produces a shadow on the screen. We played with this and projected particles floating in the air, showing people what their cars produce. We made the invisible, visible. Then, a phrase appeared on the screen reading "66% less smog-forming emissions. Prius v," conveying our message in a way never before seen.
Tipo de Mídia	Cinema
Chief Creative Officer	Pablo Buffagni
Director criativo	Mario Granatur
Group Creative Director	Veronica Elizondo
Redator	Jessica Cuevas
Director de arte	Veronica Elizondo
Realizador	Pascui Rivas
Realizador	Francisco Pugliese