How do you shift perceptions around an icon of efficiency and practicality toward a new, edgy, more powerful upgrade? We started by asking what could the old Prius never do? Featuring the new model as a long-distance getaway car, we showcased both its tradition of fuel efficiency as well as its new aggressive attitude.
The famously bubbly, notoriously passive look of the Prius was reimagined with an edge at every angle – a notion that inspired the imagery and copy tone throughout the campaign.
In partnership with VICE, we extended the campaign to new cultural territory with a multi-city art and technology experience, inspired by the innovative spirit and eco-heritage that’s defined Prius since its inception.
The campaign was ranked in the top 10 on the USA Today Super Bowl Ad Meter and was recognized as Automotive Ad of the Year by Nielsen. Prius sales also jumped 16% over the previous year.