GLOBAL – UNITED STATES, APRIL 12, 2013 – Craft Guerrillas are the latest to join the ‘Toyota Positve’ movement, engaged in spreading the message of goodwill and positivity to London’s commuting public.
The campaign asks citydwellers to step outside of themselves and look for ways in which they can be a positive force in others’ lives, for family, friends or complete strangers.
Also known as ‘Deadly Knitshade’ and ‘The Fastener’, the new film sees the Craft Guerrillas at rail and underground stations, and bus stops, giving out craft kits to the public that allows them to make something of keepsake value and have fun with their fellow commuters in the process.
The films provide inspiration for people to join the Toyota Positive movement and submit their own ideas of positive acts. The people behind the entries that most reflect the spirit of the campaign will be given a Toyota Prius Plug-In Hybrid – which can run in electric ‘EV’ mode for up to 15.5 miles with zero emissions – for the day to make their positive act idea a reality. All films will then be shared on the Toyota Positive website.
“The Craft Guerillas were able to go out and spread positivity on two levels. First they got the public to have a bit of fun making some of their craft kits. Then those people were able to continue spreading positivity by giving someone the t of something handmade”, said Mark Norcutt and Laurence Quinn, Toyota creative directors at Saatchi & Saatchi.
CREDITS
Executive Creative Director: Kate Stanners
Copywriter: Laurence Quinn
Art Director: Mark Norcutt
Account Director: Josh Sandford
Production: Saatchi & Saatchi
