TOKYO – Back in May of this year, Toyota Motor Sales & Marketing Corporation (TMSM) and Saatchi & Saatchi Fallon (SSF) Tokyo launched “Dream Car of the Day”, a first-of-its-kind innovative Vine campaign that brought an exciting new dimension to its 8th annual Toyota Dream Car Art Contest.
The contest encourages children from around the world to imagine the future of mobility through their drawings and for the first time in the history of the contest, TMSM shared the inspiring work of the 90 worldwide finalists using Vine and Google Translate.
In order to showcase the power of kids’ imaginations, SSF created a way to bring each of the 90 finalists’ dream car drawings to life through 3D and 2D animation. Each design was featured in its own Vine video, taking viewers on a ride through the imaginations of the young artists. Google Translate was built into the site made it easy for children around the world to understand the idea behind each creation in their own language.
For 90 days beginning in late May, one new artwork and accompanying Vine video was released daily on the Dream Car of the Day website and in social channels. Visitors could then view as well as share the contents out to their own network.
The Dream Car of the Day website was home to all 90 dream car designs and featured each child as the “hero” for the day as an inspiring representation of the creativity of the world’s future innovators. This was followed by a “Dream Parade” video featuring a mash-up of winning designs set to music.
The finalist artworks achieved more than 2 million website visits, Over 1.2 million Vine loops and 13,000 shares, helping to spread ideas and spark the imaginations of children everywhere.
