The Toyota Europe team at Saatchi & Saatchi has launched a Pan-European campaign for Toyota Yaris Hybrid. Called “The Musical City,” the campaign shows that driving the new Yaris Hybrid makes drivers so happy that they feel compelled to sing.
For this centerpiece film for the campaign, the center of Prague was into a playlist by replacing the street names with song titles. The Yaris hybrid stereo was connected to the GPS system and each time the car drove onto a different street, it triggered a new song according to the name of that street. The drivers had the opportunity to choose what to sing by choosing which route to drive. The best performers were selected to appear in the short which is being shown in Poland, UK, Czech Republic, Sweden, France, Hungary, Italy, Denmark, Germany and Spain.
The short was directed by Jamie Rafn of Smuggler.
CreditsClient Toyota Europe Agency Saatchi & Saatchi Europe Mondi Howards, Marie Hughes, producers; Theresa Risdon, business leader. Production Smuggler Jamie Rafn, director; Brendan Galvin, DP; Ray Leakey, producer. Production Services Unit and Sofa. Post Essence
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