The One Show
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Category
Events and Installations
Annual ID
12140E
About the Work
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 venues with a high concentration of cars, a big screen, and a projector: Drive-in theaters.
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.
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 venues with a high concentration of cars, a big screen, and a projector: Drive-in theaters.
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.
2012 Awards
Total Points: 5
Merit
Credits
Agency
Conill Saatchi & Saatchi
Production Company
D'Avant-Garde Media
MAkinE
Art Director
Veronica Elizondo
Creative Director
Pablo Buffagni
Mario Granatur
Veronica Elizondo
Director
Pascui Rivas
Francisco Pugliese
Writer
Jessica Cuevas
Agency Producer
Lourdes Caballero
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