On its pre-Prius days, Toyota had already commited itself
to some greener vehicle options. But its main product, the
electric RAV4 model, was ignored by most buyers due to a
lack of knowledge regarding the existence of an affordable
and well designed car within the Toyota line.
The challenge was simple: with a limited budget and some
pre-determined media spaces, we needed to get the car
noticed by the progressive urban crowds in California.
Our solution was to place a couple of billboards around the
state featuring our car and live vines growing up around it.
As the time went by, the vines grew and slowly embraced
the pro-environmental vehicle.