Protect What's Behind You by Happiness Brussels for Toyota

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Protect What's Behind You

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Belgium
Agency Happiness Brussels
Executive Creative Director Karen Corrigan, Cecilia Azcarate Isturiz
Art Director Cecilia Azcarate Isturiz
Copywriter Peter Ampe
Producer Dominique Van Doormaal, Bart Vande Maele
Account manager Mehdi Sel

Released November 2012

Credits & Description

âProtect Whatâs Behind Youâ is a campaign for Toyota aimed at protecting children from car reversing accidents by promoting the use of rear view cameras. The campaign centres around dynamic, interactive street art created by renowned Lithuanian artist Ernest Zacharevic, one of the leading street artists of his generation.


On the walls of the Q-Park Lepage parking lot in Brussels Zacharevic created six unique 3D street art paintings featuring children playing. The realism is strengthened by projecting real objects from the murals: a shopping trolley, a tricycle and a ball. The result is a dynamic series of realistic installations that drivers actually can collide with unless they take care. They carry the strapline âProtect whatâs behind you. Drive with a rearview cameraâ and are simply signed âToyotaâ.


The scarily life-like portraits include a boy playing ball, a girl playing hopscotch, drawing a dragon on the floor, riding down a slope on a tricycle, sitting in a supermarket trolley and a little girl graffiti-ing the message âProtect whatâs behind youâ.

Category: Automotive
URL: http://www.toyotaprotect.com
Client: Toyota Belgium
Agency: Happiness Brussels
Country: Belgium
Executive Creative Director: Karen Corrigan
Executive Creative Director: Cecilia Azcarate Isturiz
Creative Director: Peter Ampe
Art Director: Cecilia Azcarate Isturiz
Copywriter: Peter Ampe
Producer: Dominique van Doormaal
Producer: Bart Vande Maele
Account Director: Pascal Kemajou
Social Marketing Manager: Maarten Breda
Graphic Designer: Jeremy Vandenbosch
Graphic Designer: Daniel Nino
Account manager: Mehdi Sel

Concept Provider: Gregory Titeca
Artist: Ernest Zacharevicâ¨
Content Director: Joris Joosten
Interactive Production: Bliss Interactive
Film Director & Photography: Bob Jeusette
Pictures retouching: Gregory Ellinger