Toyota: PROTECT WHAT IS BEHIND YOU

Credits & Description:

Advertiser: TOYOTA BELGIUM
Agency: HAPPINESS BRUSSELS
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: PROTECT WHAT IS BEHIND YOU
Executive Creative Management: Cecilia Azcarate Isturiz (Happiness Brussels)
Head of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Concept Provider: Gregory Titeca (Happiness Brussels)
Street Artist: Ernest Zacharevic
Account Manager: Mehdi Sel (Happiness Brussels)
Account Director: Pascal Kemajou (Happiness Brussels)
Social Media Manager: Maarten Breda (Happiness Brussels)
Film Director of Photography: Bob Jeusette (Happiness Brussels)
Graphic Designer: Daniel Nino (Happiness Brussels)
Graphic Designer: Jeremy Vandenbosch (Happiness Brussels)
Content Director: Joris Joosten (Happiness Brussels)
Copywriter: Peter Ampe (Happiness Brussels)
Agency Producer: Bart Vande Maele (Happiness Brussels)
Art Director: Cecilia Azcarate Isturiz (Happiness Brussels)
Agency Producer: Dominique van Doormaal (Happiness Brussels)
Creative retoucher: Gregory Ellinger (Happiness Brussels)
Executive Creative Management: Karen Corrigan (Happiness Brussels)
Executive Creative Management: Peter Ampe (Happiness Brussels)

Strategy
Target Audience = new customers Strategy = create awareness around the dangers of maneuvering in reverse and make people realize a rearview camera is the best option for more safety.

Execution
We invited street artist Ernest Zacharevic to draw attention to this problem. He made a series of unique paintings in the Brussels underground Parking Lepage, depicting children playing or running. Every painting was coupled with a hand painted message: "Protect what's behind you, drive with a rearview camera." Street Artist Ernest Zacharevic was really an added value, because this international artist is seen as being the new Banksy.

Effectiveness
12.000 drivers saw the interactive murals of Toyota Belgium in the first weeks after the launch. The mural paintings also featured on 30.000 parking tickets, as a sort of invite for this exhibition.