DEW TOUR - ECO FREAK by M&C Saatchi Los Angeles for Toyota

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DEW TOUR - ECO FREAK

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Industry Cars
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Art Director Josh Gilman, Zach Richter
Designer Zach Rihter
Illustrator Jimbo Philips
Released June 2010

Credits & Description

Category: Posters
Advertiser: TOYOTA MOTOR SALES
Product/Service: DEW TOUR
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Jun 25 2010
Entrant Company: SAATCHI & SAATCHI LA, USA
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Senior Art Director: Michael Gurman (Saatchi & Saatchi LA)
Art Director: Zach Richter (Saatchi & Saatchi LA)
Art Director: Josh Gilman (Saatchi & Saatchi LA)
Designer: Zach Rihter (Saatchi & Saatchi LA)
Director of Print Services: Lorraine Alper-Kramer (Saatchi & Saatchi LA)
Print Producer: Rachael Dallas-Noble (Saatchi & Saatchi LA)
Art Producer: Angee Murray (Saatchi & Saatchi LA)
Project Manager: Liz Foster (Saatchi & Saatchi LA)
Account Director: Marisstella Marinkovic (Saatchi & Saatchi LA)
Account Executive: Landon Nguyen (Saatchi & Saatchi LA)
Illustrator: Jimbo Philips (freelance)
Media placement: Posters (2) - On-Site Activation- Distributed From Toyota's Booth At The (5) Dew Tour Stops (Boston, Chicago, Port - 25 June 2010

Describe the brief from the client
Create a fun, exciting aesthetic that both kids and parents will love, encouraging them to interact and test out Toyota vehicles at this extreme sports event.

Describe the challenges and key objectives
The Dew Tour is a travelling extreme sports event that draws a predominantly very young male audience. These kids aren’t in a position to buy a car but their parents, many of whom accompany their child at this event, are. So the art direction needs to speak to both the mentality of kids and their parents.
Further, because the event is only at a location for a short period, there is no time for word-of-mouth publicity—you need to grab attention immediately.

Describe how you arrived at the final design
Final designs came from Jimbo Phillips, renowned skateboard artist and son of legendary Jim Phillips. Art from both Phillips slaps of high-voltage, young energy, with loud, brash colours and extreme imagery. And because Jim Phillips illustrations, which have greatly influenced Jimbo, have been around for decades, parents have likely been exposed to this art before, creating parallel reactions of intrigue from both young and old.

Give some indication of how successful the outcome was in the market
In a crowded event space, competing with guys who can do 1080’s, Toyota killed it.