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
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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