Toyota Prius v - "Projecting Pollution"

Conill

Conill El Segundo, Stati Uniti

6757

Titolo	Projecting Pollution
Agenzia	Conill
Campagna	Projecting Pollution
Cliente	Toyota Motor Corporation
Marca	Toyota Prius v
Data di Prima Diffusione/Publicazione	2012 / 4
Settore	Midsize Cars
Trama	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 di Media	Cinema
Director	Francisco Pugliese
Director	Pascui Rivas
Art Director	Veronica Elizondo
Copywriter	Jessica Cuevas
Group Creative Director	Veronica Elizondo
Creative Director	Mario Granatur
Chief Creative Officer	Pablo Buffagni