The Prius has done more for the automotive industry then any other car that has come before it. However, up until now it has remained a niche car for the environmentally minded. The campaign had to reposition the Prius as a car that was for everyone. So we went beyond your traditional advertising methods and focused in on digital, social and tactile executions.
The idea behind the launch was built on the matra of what Prius stands for. Thus the campaign “Harmony between man, nature and machine” was born.
Product: Toyota Prius
Agency: Saatchi & Saatchi