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Toyota: Christmas bauble

January 11, 2008 at 12:25 · Filed under Ambient/Outdoor/Direct

toyota_fragile.jpg

The main objective of this direct mail was to underline one more time, by wishing Merry Christmas to Toyota’s top client and a list of VIP endorsers, Toyota’s commitment towards the environment. Created by Saatchi & Saatchi Bucharest the direct mail consisted of a box with ‘Fragile’ written on it. Once you open it, you found a Christmas bauble with the world hand painted on it. A line written around the globe said: The world is in your hands. Treat it well. Merry Christmas from Toyota.

Advertising Agency : Saatchi&Saatchi, Bucharest, Romania
Executive Creative Director: Nick Hine
Art Director: Daniela Nedelschi
Copywriter: jorg Riommi
Illustrator: Ana Lemnaru


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joseph said,

January 11, 2008 @ 15:47

Its a great ad if toyota is pushing the mark as a leader in mpg but this is one where I feel like the brand doesn’t really connect with what their saying.. I like the idea its great, I’d give that a 5/5 but.. in a real world with a real brand.. is toyota the sole leader in hybrids and green cars? I really don’t know for sure as the consumer.

Joe

Ryan said,

January 11, 2008 @ 20:53

joseph:

No, they aren’t. Honda is. TOyota does, however, have the prius…

This ad is very effective at convincing non ‘greenies’ (that is, people who actually spend time researching what companies are especially green etc.) that toyota really does care about the planet. Whats great is that on the surface it looks like somebody is telling you to keep the earth clean…and that the message is sponsored by toyota.

Classic classic advertising…get them to look, and mention your name while you’ve got their attention.

5/5 Saatchi&Saatchi. Well done.

OPFA said,

January 12, 2008 @ 18:09

Its a disgusting vomiting shame, quite “pornographic” to see a firm who products individual cars -the most polluting thing in our way of life- using the “we save the world” argument to sell more…
Green car… ahahah

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