Francisco Pugliese
Director at Circle Productions
El Segundo, United States
TitleProjecting Pollution
Agency
Campaign Projecting Pollution
Advertiser Toyota Motor Corporation
Brand Toyota Prius v
Date of First Broadcast/Publication 2012 / 4
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.
Media Type Cinema
Director
Director
Art Director
Copywriter
Group Creative Director
Creative Director
Chief Creative Officer

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