Toyota Prius v - "Projecting Pollution"

Conill

Conill El Segundo, Estados Unidos

6780

Título	Projecting Pollution
Agencia	Conill
Campaña	Projecting Pollution
Anunciante	Toyota Motor Corporation
Marca	Toyota Prius v
Fecha de primera difusión/publicación	2012 / 4
Sector Empresarial	Automóviles de tamaño medio
Sinopsis	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.
Medio	Cine
Realizador	Francisco Pugliese
Realizador	Pascui Rivas
Director artístico	Veronica Elizondo
Responsable de conceptos / redactor	Jessica Cuevas
Director del grupo de creación	Veronica Elizondo
Director creativo	Mario Granatur
Responsable de la creación	Pablo Buffagni