concept, copy, creative direction
When a new generation of Prius was rolling out, the hybrid leader was nearing the sales figures of mainstream, traditional vehicles.
Toyota wanted to capitalize on the momentum with the launch of the third generation, so we were asked to grab attention in print, outdoor, and online.
We delighted drivers by cutting the car out to use less of the billboard. We surprised page turners with ads where the car was removed to save on paper. And fun online banners used less of their designated space.