Toyota Motor North America and Saatchi & Saatchi unveiled this “A New Story Begins” campaign for the automaker’s new vehicle: the first-ever Toyota C-HR.
The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. “We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age,” said Renato Braga, Saatchi & Saatchi’s creative director.
The debut spot in the campaign is this one directed by Noam Murro of Biscuit Filmworks which reimagines a modern version of the Cinderella fairytale. “Cinderella,” which screened recently in cinema theaters, reimagines a modern version of the Cinderella fairytale. Played to a backdrop of urban city lights, Cindy is stuck working late while her co-workers go to a fashion show. Like the rebellious Toyota C-HR, she takes charge and breaks the rules of conformity and escapes in her present day Toyota C-HR carriage.
Credits
Client Toyota Motor Sales, USA, Inc. Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; Fabio Costa, executive creative director; Renato Braga, creative director; Avram Klein, associate creative director/copywriter; Andrew Reizuch, associate creative director/art director; Alfredo Adan, sr. art director; Albeto Portas, sr. copywriter; Robison Mattel, art director; Gabriel Morais, copywriter; Lalita Koehler, executive director, integrated production; Sara Seibert, director of content production; Pamela Parsons, executive content producer; Antonietta Croft, broadcast producer; Nick Ngal, executive producer (360); Kristen Hosack, music supervisor. Production Biscuit Filmworks Noam Murro, director. Editorial Rock Paper Scissors, Biff Butler, editor; Rebecca Baker, Denice Hutton, producers. Finishing/VFX/Design The Mill Chris Knight, Robert Sethi, creative directors. Telecine Shed Yvan Lucas, colorist. Music “Bibbidi-Bobbidi-Boo,” courtesy of Walt Disney Music Company, re-recorded by Future Perfect. Sound Design/Audio Post Michael Anastasi, sound designer; Rohan Young, mixer.
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
