PROJECT: 3rd Generation Toyota Prius Launch
AGENCY: Saatchi LA
The launch of the 3rd Generation Prius was one of the most anticipated in Toyota's history. With such a groundswell of enthusiasm from Prius fans and the car industry alike, the work needed to reflect the technological spirt and likeable personality of the car. We pushed everything - the display units used a physics engine, the print had mobile image recognition and our Times Square billboard was the first showcase real-time participation with mobile users from the street. The work won awards, increased demand for the hybrid category and helped sell more Prius than projected.