Creative Direction, Art Direction
Print, Posters, Dealer Merchandising, CRS
The introduction of the reinvisioned Prius had the world watching and waiting. Our directive was to present this new vehicle unlike any car. With it’s hybrid technology, Prius was unlike anything on the road. So we chose to use imagery and language that was optimistic and friendly. For such a revolutionary concept, we invented a colour scheme and iconography that was clean, fresh and easy to understand.
Team: Diana Phillips, Ginger Cho, Hugh Kreschmer, Torfi Agnasson, Max Godsill, Verner Soler, John Rice, Cindy Rowe and the southern California Society of Dandelion Wranglers.
Kevin Roberts, the global CEO of Saatchi & Saatchi, is an evangelist about the importance of emotional connections consumers have with brands. So much so he toured agency offices, country to country, advocating his philosophy. He gathered examples along the way, collecting case studies that exemplified brand loyalty. We were honoured to have our Prius launch as one of those examples.