Conill El Segundo, United States Marketing / Creative Services

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Conill Creative Work

Title "Projecting Pollution"
Agency Conill
Campaign Toyota Prius v
Advertiser Toyota Motor Corporation
Brand Toyota
Date of First Broadcast/Publication 4/2012
Product Prius v
Business Sector Midsize Cars
Story

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. 

Tagline act13, csr, air pollution, hybrid
Media Type Cinema
Creative Director Mr. Mario Granatur
Art Director Miss Veronica Elizondo
Group Creative Director Miss Veronica Elizondo
Chief Creative Officer Mr. Pablo Buffagni
Copywriter Ms. Jessica Cuevas
Director Pascui Rivas
Director Mr. Francisco Pugliese

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