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  • 2101 Rosecrans Ave
  • El Segundo, California 90245
  • United States
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Toyota Prius v - "Projecting Pollution" - Conill

  • Projecting Pollution
  • Toyota Prius v
  • Toyota Motor Corporation
  • Conill
  • United States
  • Projecting Pollution
Product CategoryMidsize Cars
Date of First Broadcast/PublicationApril 4, 2012
Media TypeCinema
Creative Director Mario Granatur
Art Director Veronica Elizondo
Group Creative Director Veronica Elizondo
Chief Creative Officer Pablo Buffagni
Copywriter Jessica Cuevas
Director Francisco Pugliese
Director Pascui Rivas


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.