Although the Toyota brand has recently turned 75, it’s still trying to spread good vibrations through its “Toyota positive stories” campaign, created by agency Saatchi & Saatchi. The campaign was launched to promote Toyota’s eco-car model, the Prius Plug-in Hybrid, that has a lithium-ion battery which can be recharged from a household outlet, thus reducing fuel consumption and emissions.
The campaign is based in Britain and its main objective is to encourage somewhat forgotten human values of humanity and solidarity, urging Londoners to step out from their comfort zone and do a good deed for their fellow citizens, friends and families. Through the official website people are invited to send their positive ideas which, if brought to life, will be executed via the eco-vehicle.
The latest positive story stars Caroline Burke, an expert in body art, fashion and beauty, known under the nickname Burkatron. Carolina was recognized as a person who is familiar with the general public and thus will help in conveying brand ideas and values in a more intimate and personalized way. The two-minute charming video shows off Caroline’s pop-up give away vintage shop which thrilled and surprised passers by.
Mark Norcutt and Laurnce Quinn, Toyota Creative Directors at Saatchi & Saatchi explained the connection between Burkatron’s work and campaign concept, stating that her blog is about sharing things, all to do with fashion:
For her positive idea she used her contacts to donate clothes, then she was able to go around and collect them all in the Prius. Then she set up her stall to give away free vintage clothes and spread a bit of happiness.
Take a closer look at Caroline’s positive story below, or at other Toyota positive stories here.