Toyota Film GET YOUR ENERGY BACK by Isobar London

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GET YOUR ENERGY BACK

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Industry Cars
Media Film
Market United Kingdom
Agency Isobar London
Director Mark Jenkinson
Executive Creative Director Seb Royce
Art Director Nathalie Turton
Copywriter Lorelei Mathias
Producer Jax Evans
Account Supervisor Jess Burvill
Editor Jose Carlos Gomez
Production Super Glue
Released September 2010

Credits & Description

Category: Internet Film
Advertiser: TOYOTA
Product/Service: AURIS HYBRID
Agency: GLUE ISOBAR
Production Company: SUPER GLUE, London, UNITED KINGDOM
Date of First Appearance: Sep 22 2010
Executive Creative Director: Seb Royce
Copywriter: Lorelei Mathias
Art Director: Nathalie Turton
Agency Producer: Julie Hart
Account Supervisor: Jess Burvill
Producer: Jax Evans
Director: Mark Jenkinson
Editor: Jose Gomez
Sound Design/Arrangement: Resonate Music
Animation: Simon Cam
Account Manager: Alex Jena
Planner: Katie White
Director Of Photography: Ed Rutherford
Other Credits: Cg Lead : Gavin Rothery/Cg Artist : Marcus Chaloner

English Description
The brief was to attract attention for the new Toyota Auris Hybrid - to communicate that this is a vehicle with an extraordinary energy inside it. Extraordinary because it gets recycled while it drives - meaning you get your energy back, and very little is wasted.

Our idea was to symbolise the hybrid energy with a glowing blue light, and bring this to life with an eye-catching projection-mapping event. We parked the car in an everyday location, so that to the people walking past, the car ‘appeared’ to transform. After revealing its inner hybrid energy, the car ‘energised’ its environment, before returning to the car, demonstrating it gets its energy back.

On the night, passers-by took photos, videos and tweeted about what they had witnessed. We handed out flyers that guided them on how to tag it all. As a result the campaign hub site aggregated all the content from flickr, YouTube and twitter. This hub site then directed people to the main Toyota site, where they could find out more about how this hybrid energy works, and how it can save them energy.
Ultimately, this was an innovative way to showcase an innovative car.