PRIUS AND TOYOTA HYBRID 360

For the launch of Prius and Hybrid Synergy Drive (the technology that drives the Prius), we wanted to be everywhere—like at the Dew Action Sports Tour, on TV and in mass transit hubs in New York, Boston and San Francisco.

PRIUS EVENT ACTIVATION—DEW ACTION SPORTS TOUR

When Toyota introduced the Prius to the marketplace, it was more than just the launch of a car—it was the start of a Hybrid Revolution. 

To bring that revolutionary vibe to life, I wrote the line “Prius For All,” which we paired with propaganda-style art direction that used the iconic shape of the Prius in a completely ownable way. 

Next, we partnered with eco-hero/professional skateboarder Bob Burnquist to make a big splash at the Dew Action Sports Tour.

Brand activation included test drive opportunities, branded event swag, the in-your-face posters, and a charitable program that helped Toyota give back to the environment. 

PRIUS EVENT SWAG & TEST DRIVE

In addition to the posters at the Dew Action Sports Tour, we created some cool, eco-friendly swag, like a reusable tote bag, a fan to promote Global Cooling, and a bumper sticker.

To encourage test drives onsite, visitors could take a spin through the Bob Burnquist Prius Course. For every person who got behind the wheel, Toyota donated $1 to the Great Salt Lake Audubon Society.

TOYOTA HYBRID SYNERGY DRIVE TV & OOH

Hybrid Synergy Drive, or HSD, is what powers all of Toyota's hybrids, from the Prius to the Camry Hybrid to everything after.

This spot, shot by Gerard de Thame and voiced over by Ed Harris, was created to raised awareness about Toyota's awesome proprietary hybrid system and focused on the varying reasons people might have to choose a hybrid.

OOH, ETC.

These OOH units were part of a Station Domination that ran in Boston, San Francisco, NYC's Columbus Circle and JFK's Terminal 4.

The Chia Camry was just for fun.