To celebrate the London 2012 Olympic Torch Relay and your Future Flames, Coca-Cola brought the UK's hottest music artists to 66 nights of celebration around the UK.
Take a look back at the most memorable moments of the relay, as we follow the Olympic Flame on its journey from Land's End, all around the country and back to London in preparation of the Finale in Hyde Park and the start of the London 2012 Olympic Games. Featuring Dizzee Rascal, Eliza Doolittle, Friendly Fires, The Wanted, You Me At Six, Emeli Sandé, Labrinth, Rizzle Kicks, The Wombats and Wretch 32. via: YouTube
Also celebrating this Olympics Coca-Cola recently unveiled the "BeatBox" building, designed by architects Asif Khan and Pernilla Ohrstedt which will promote Coke's "Move To The Beat" ad campaign. The building was built with 230 bolsters that respond to touch with sound, the structure becomes one giant instrument.
Mark Ronson's "Move to the Beat" anthem — which has sounds like the squeaking of sports shoes, heartbeats, or an arrow striking a target — is the centerpiece of the building: visitors that touch the structure at different parts will essentially be remixing the track. Visitors can also climb up the exterior, and upon reaching the roof, will see the view of Olympic Park. Within the structure are different light and sound installations as well, designed by Jason Bruges Studio in Hackney. via: creativity-online
Whether you look to the 80-foot-long mosaic at the Jack Layton Ferry Terminal, the giant white wording ‘You’ve Changed’ on the side of a building near Queen Street West and Ossington Avenue or the Greenwood Village Mural in the Beach, Lilie Zendel said the first year of StreetARToronto (StART) accomplished exactly what the program set out to do.
“(StART) was created last year as part of the graffiti management program to support and celebrate permitted graffiti and street art,” said Zendel, manager of the City of Toronto program.
StART is administered by the Public Realm Section of the Transportation Services Division at the City of Toronto and aims to develop, support, promote and increase awareness of street art and its role in adding beauty and character to neighbourhoods across Toronto.
StART hosted a meeting at MOCCA in West Queen West on Jan. 21 to wrap up their inaugural year and share details of this year’s program. In 2012 StART partnered with 20 Toronto organizations to create 48 murals across the city, on walls, fences, underpasses, benches and pavement, particularly in areas that are targeted by graffiti.
The creation of these murals assisted in cleaning up 1,300 pieces of ‘tagging’. More than 60 artists were involved in the projects.
The challenges that program participants faced in the first year, Zendel said, was finding the funds to match StART grants, which is a criteria of the program, finding walls to use in the city, and managing complaints from building owners, artists, non-profits and Business Improvement Areas.
The other big issue is maintaining the murals and preventing vandalism. “We certainly want to expand as much as we can in a geographic sense,” Zendel said. In 2013 StART will continue with its Partnership Program and its Diversion Program, which involves at-risk youth. Although StART aims to support artists it does not fund artists directly, but funds projects through organizations. Applications for murals to be painted this year are due by April 15 and they can be made through the StART website at http://www.toronto.ca/streetart/ Applications have to be made by incorporated non-profit or charitable organizations and must operate in Toronto.
“I personally would like to see some really large-scale projects this year,” Zendel said, adding the maximum funding for the partnership program has been increased to $30,000.
The StART contribution cannot exceed 70 per cent of the cost of the mural and of that remaining 30 per cent the partner organization must raise at least 15 per cent in cash.
By the spring of 2013 Zendel said they hope to launch a user-friendly map, which gives the details of the 585 murals and street art pieces found in Toronto. The map would include information about the artists and their inspiration for the work.
Story by Erin Hatfield via: York Guardian To learn more about the City of Toronto program that aims to beautify communities across the city through street art and wall murals visit http://www.facebook.com/StreetARToronto
The newest ad campaign for Nike has turned the world into the classic video game Super Mario.
The commercial features athletes jumping onto platforms, leaping into drainpipes avoiding fireballs, and leaping from building to building à la Mario.
The Nike ad entitled "Game On, World." was created to promote the Nike+ fitness tracking system—which tracks the wearer’s movement wirelessly and logs data on the app.
To promote Bacardi Dragonberry in the Netherlands Fitzroy Amsterdam created a real time video mapping concept. Visitors of a café nearby ‘Het Witte Huis’, a momumental building in the centre of Rotterdam, were photographed. These photos were sent directly to a projector, which imaged a giant dragon spitting the photos in real time on to the building façade. For as far we know, it’s the first real time video mapping concept in the world.
On September, 11th, 2001 Barack Obama has arrived to an anniversary of acts of terrorism to a memorial to victims of terrorists in the Pentagon, informs CNN.
This year an anniversary of acts of terrorism also will appear for the first time for ever and ever — National Day of Service and Remembrance.
At 8:46 on local time — at this particular time days the first plane skyjacked by terrorists ran into northern tower of the World shopping centre — on a southern lawn of The White House minute of silence in which will take part the president, first lady Michel Obama and employees of administration of the head of the state will take place. After that Obama will go to the Pentagon.
In 2001 one of stolen by terrorists of "al Kaida" of passenger planes ran into a building of the Ministry of Defence in capital suburb — Arlington, the State of Virginia. Victims of this act of terrorism of a steel 184 persons. As a result of a collapse of towers-twins in New York into which two planes ran, were lost more than 2700 persons. One more skyjacked plane going towards capital, has broken in area Shenksvilla, the State of Pennsylvania, were lost, not including terrorists, 40 persons.
Memorable actions on Friday will take place on a place of the destroyed New York skyscrapers-twins and in Shenksville where building of memorial complexes is not finished yet.
Inpress Hakuhodo have shown real prospects of development and growth in advertising of building corporation i-Rise.
Innovative architecture in the United Arab Emirates
Building in the United Arab Emirates — the branch, developing mad rates. All most courageous design and architectural decisions find an embodiment here. The company i-Rise, engaged in design & architectural designing, invites to work of arrogant and talented experts.
Powerful shade
Stylish prints of the company display work prospects in i-Rise: the figures having small value, reject much more powerful shade.
WGBH's Emmy® Award-winning Design Squad Nation is introducing a revamped website to inspire the next generation of engineers. The online community is fueling kids' spirit of inventiveness, providing a destination where they can discover firsthand that engineering isn't something done by boring grownups in hidden labs: it's solving problems in creative ways...everyday, and all around you. Full press release below.
PBS KIDS' Design Squad Nation® Introduces Revamped Site To Inspire Community of Creative Kids -- Emmy® Award-winning Team behind Design Squad Launches Extensive Updates and New Features to Inspire Next Generation of Engineers -- (Boston, MA, Tuesday, October 2, 2012) — WGBH announced the official launch of the revamped Design Squad Nation®, an online community that provides kids with a forum to express their adventurous, do-it-yourself spirit and share their creative ideas with other like-minded kids. Hot on the heels of a renewed DIY movement, the PBS KIDS Design Squad Nation website is the latest iteration of a franchise that includes a four-season run of the Emmy® and Peabody Award-winning TV shows Design Squad and Design Squad Nation. Design Squad Nation can be found at http://pbskids.org/designsquad/.
Why it's important
By nature, every young kid is a budding engineer: building contraptions with glue and Popsicle sticks or sketching an idea for an automatic pet feeder. But as kids get older, they have fewer moments in their daily lives where they can develop those critical thinking skills. Design Squad Nation fuels kids' spirit of inventiveness, providing a destination where they can discover firsthand that engineering isn't something done by boring grownups in hidden labs: it's solving problems in creative ways...everyday, and all around you.
How it works
Kids can join Design Squad Nation for free; earn points by contributing ideas, sketches, and photos of the projects they dream up; and keep track of all the things they have made in their own profile pages. As users contribute more to the site, they earn more points and move up in rank from "Newbie" to "Phenom." The goal is to frame the design process as a game, encouraging a virtuous cycle that gets kids to continue sharing their own ideas while cheering on others to do the same.
Kids ask great questions that deserve great answers! On Design Squad Nation, engineer-hosts Nate Ball and Deysi Melgar respond to questions in a series of short videos posted online. One week, Nate will add his own ideas to kids' sketches of waterpark rides. The next, Deysi will share what's so amazing about NASA's Curiosity Mars rover. As mentors and guides, Nate and Deysi show kids how engineers see things through a creative lens, inspiring kids to do the same.
Video made for the YouTube Generation
Into fashion? We've got a video about how engineering connects to it. How about cooking, sports, camping, or dancing? We've got those, too, and we're rolling out more videos all the time-from cool stunts to how-tos. We know that kids have many interests, and that their favorites shift from one thing to the next. No matter what they are into, Design Squad Nation has a video, project, or inspiring example of how engineering can further their interests.
The team behind the site
A passionate team of educators, Emmy® Award-winning producers, and website engineers at WGBH created Design Squad (the TV show) and Design Squad Nation. And that team is constantly looking for new ways to share the power of engineering and inspire kids to dream big. Their efforts are garnering wide acclaim. Design Squad Nation just earned a 2012 Emmy Award in the category of New Approaches-Daytime Children's.
"More than a website, Design Squad Nation is a growing community built around the belief that through creative problem-solving and engineering, any kid can make a difference," says executive producer Marisa Wolsky. "We currently are hard at work to make this community bigger and stronger, inspiring a new generation of engineers to dream big and change the world."
Design Squad Nation invites the next generation of great thinkers to get involved at pbskids.org/designsquadnation. Viewers also can follow Design Squad Nation on Facebook and on Twitter.
Advertising Agency: DDB, Toronto, Canada
Creative Directors: Denise Rossetto, Todd Mackie
Associate Creative Directors: Paul Riss, Adam Bailey
Art Director: Jake Bundock
Photographer: Chris Robinson
PR Managing Director: Martine Levy
PR Manager: James Loftus
Senior Consultant: Greg Vallentin
Building on the popularity of its sizzling-hot scorched video, DDB Canada extended the launch of Subaru’s new purebred sports coupe, the BRZ, this past weekend, August 25/26. DDB PR took to the streets of downtown Toronto to bring the agency’s ‘scorched’ creative to life with a month-long ambient installation guaranteed to turn heads. I wanted to share the attached zip file with you to showcase the photos from the campaign, which will be live until September 16.
In the SXSW 2013 opening keynote, Bre Pettis said, "When you combine friendship plus tools, you can make anything." He did that in his NYC loft. Next year, Lowe Campbell Ewald will move 600+ employees to a city that just filed for bankruptcy. Why? To make its loft. Despite what you might read in the media, Detroit is quickly becoming rich in creativity, innovation and inspiration. With tech investors like Detroit Venture Partners, it's becoming easy for startups to create an opportunity. And in Detroit, everything needs help, so there are endless opportunities. With a "we're all in this together" mentality, everyone is becoming friends and utilizing their skills to not only help one another, but define Detroit's future. Whether you're a designer, an innovator, an entrepreneur or an investor. The talent is moving to Detroit. And so should you. This video has been created by Lowe Campbell Ewald for the 2014 SXSW Interactive PanelPicker.
Credits: Writer & Speaker: Iain Lanivich Director: Brett Warkentien Camera & Audio: Mark Preston Producer: Victoria Marzec Production Assistant: Steve Carr Editor: Kirk Carson Audio Engineer: John D'Agostini PR & Communications: Mary Evans Special Guests: Kevin Krease, Garret Koehler, & Henry Balanon
We know come Super Bowl XLVII Budweiser is going to run they're big Black Crown ad, so to start building some hype they released two teaser spots...and to be sure we get a really good look the first spot is simply a woman holding two bottles of Black Crown walking towards us, and to be sure we got a really good look from all angles they gave us the second spot where the same woman is seen from behind.
Come on Bud, you could have given us a little than this.
Lynx, better known as Axe is taking their Lynx Effect campaign from scantly glad women chasing men to preparing mankind for the 2012 end of the world. Apparently this is it, the final fragrance from Lynx, Axe or whatever they call it depending on what part of the world you live in.
Now someone correct me if I'm wrong, the Lynx 2012 commercial at about the: 23 second spot as our hero is building his arc is carving a potato...is that what I think it is? And you can forget what I said earlier about the sexy women, they show up at about the: 45 second mark, in pairs of course their getting on the arc!
Jamaica's multiple gold medal winner Usain Bolt stopped at Nissan's GranDrive testing track and Yokohama headquarters, bringing his record speed and excitement to Japan and becoming Nissan's Director of Excitement. I'm sure the fact that Nissan team is developing a special "Bolt" version GT-R.
Bolt appeared at Nissan's world headquarters, saying: "Racing is my inspiration, and I want to help Nissan become an even more exciting brand for everyone."
In recognition of Bolt's contribution to sports and his automotive enthusiasm, Nissan's Chief Operating Officer unveiled a unique gold-painted GT-R, which will be auctioned to benefit the Usain Bolt Foundation (http://usainbolt.com/foundation/).
Bolt, who was picked up Tokyo's Narita Airport in a GT-R driven by F1 racer Mark Webber (below), is expected to contribute further to Nissan's "WHAT IF_" global brand campaign.
To continue building brand momentum at Nissan, TV commercials featuring the Nissan LEAF electric vehicle, called "What if you could drive the future, today?", will also start airing.
But here's what really caught my eye about the big production Nissan and the new Director of Excitement...
At about the 1:00 minute mark Bolt enjoys a delicious doghnut during a brief interview of the "To the World: Usain Bolt in the Nissan House" video.
Not just any doughnut, but a magical creation of warm gooey goodness from Krispy Kreme. An obvious product placement? Maybe, maybe not...
Platige Image’s game division, led by Director Tomek Bagiński, follows the success of their epic The Witcher 2 cinematic with a stunning game teaser for CD Projekt RED’s Cyberpunk 2077, a follow up to Mike Pondsmith’s successful Cyberpunk 2020 games of the 1990s. A showcase of Platige Image’s design and execution capabilities, the snapshot of a violent far-future dystopia is building enormous momentum for the game’s September release, earning a Silver CLIO and nearly six million hits on YouTube.
That the cinematic scooped up a Silver CLIO is just the latest positive development for Warsaw based Platige Image, which recently opened a new branch in New York. “This CLIO is a testament to the skill set that defines Platige Image’s team, especially with such fierce competition from the best studios out there,” noted Platige Image NY Managing Director Julian Cdae. “We are revved up to serve the US market with similar projects built with our ingenuity, technical innovation and competitive rates covering all aspects of postproduction.”
The cinematic, which Platige not only created but helped to write, is a compelling masterpiece of the slow reveal, set in a still-framed world that at first shows only what appears to be a woman’s face, then a bullet smashing to bits upon impact with her cheeks as police fire at her, followed by progressive frames that reveal her to be a killer cyborg surrounded by piles of dead bodies. News cameras hover over the violent scene, evoking the 24-hour channels of today in order to create a visceral connection between the viewer and the futuristic footage.
In a departure from the formulaic videogame heroines so commonly cobbled together from banal component parts, Platige Image built their character from an actress captured on IR’s 72×18 megapixel camera system, a state-of-the-art setup that captures 1.27 gigapixels of 3D color data from 360 degrees in a single shot. So vivid were the images that only the actress’ scanned hair follicles had to be recreated from scratch.
“Ever since we set out to create it, we knew the promo would work only if the female protagonist engendered a serious emotional response in the viewers and pushed the boundaries of the typical female videogame form,” notes Bagiński. “The ability to work with a real actress and Platige Image’s access to IR’s outstanding camera thoroughly transformed the film, as the scanning enabled us to capture this fleeting element of authenticity, to use the beauty of a real person.”
Platige Image faced considerable challenges in creating the cinematic, setting to work on the project while CD Projekt RED was still in the game’s core development stages. As Platige Image sketched out dozens of ideas for the teaser, the game developer honed the concept, style, look and feel of the game itself. Each influenced the other in a highly productive creative seesaw. “Developing the game and promo simultaneously made the film a logistical and organizational challenge, but it also imbued it with much more spontaneity and creativity,” notes Bagiński.
Credits: Director / Story: Tomek Bagiński CG Supervisor / Animation Director: Maciej Jackiewicz Executive Producers: MarcinKobylecki, Jarosław Sawko, Piotr Sikora Producer: Marta Staniszewska Concept Artists: Damian Bajowski, Jakub Jabłoński, Maciej Kuciara, Maciej Rębisz Additional Concept Artists: Jakub Bogaczyński, Adam Trędowski, Rafał WojtunikCD PROJEKT RED Concept Artist: Robert Adler
Coca-Cola invites us to release our positive energy and passion with its latest "Buka Coca-Cola, Buka Semangat" campaign, which will now light up the night in Malaysia's largest full color LED wall screen located at PWTC, Kuala Lumpur. Catch it every hour from 7:55p.m. until 2:00a.m. from 4-18 November 2011.
Google gives us a behind-the-scenes look at how the new Trekker technology is able to capture Street View imagery of the Burj Khalifa, the world's tallest building at 828 meters (2,716 feet).
Google introduces us to the newly redesigned Google Play with this cool new web video ad campaign created by Studio G. Check out more of how Google Play puts everything in one place here.
The film was a combination of practical, and post production effects. According to producer Yovel Schwartz, the contraption that stars in the film “did in fact work. It required five or six people to puppeteer on set, all of whom were also involved in building it.” The shoot actually required two cases–”one with the functioning guts and one slightly smaller one that we comped the mechanical innards into during post,” Schwartz says. “Most of what you’re seeing at its base is from a continuous take–take 15 to be precise, with the Rubik’s Cube section being stitched in from take 14.” Credits: Agency: Studio G Client: Google Writer/Director: Jonathan Zames Producer: Yovel Schwartz Production Company: Studio G Production Company: Camp Creative Line Producer: David Dranitzke Fabrication and Practical Effects: White Room Artifacts Visual Effects: HOPR Director of Photography: Adam Santelli Art Director: Garret Lowe Motion Control: Camera Control Product Marketing Manager: Paola Veglio Music Composition: Headquarters Music Sound Design and Mix: Sound Lounge
Bridgestone is among one of the first 2012 Super Bowl XLVI advertisers to start building up the hype to the Super Bowl ad game with a teaser campaign. "Performance Balls and Puck" commercials, launched during the Bridgestone Winter Classic hockey game on NBC. Sports commentators Mike Milbury, Barry Melrose, Dick Vitale and Michelle Beadle compete to be the first to the scoop in the "Time to Perform" press conference.
The engineers at Bridgestone are about to make a very important announcement: they're going to take their vast knowledge of performance on the road and bring it to the playing fields of the world; a bold move that promises to revolutionize sports as we know it.
Follow the biggest sports reporters as they try to break the story of how Bridgestone is going to attempt to revolutionize the world of sports by bringing their tire technologies to each sport. Stay tuned at facebook.com/BridgestoneTires leading up to Super Bowl XLVI. The spot features: Michelle Beadle, Dick Vitale, Barry Melrose, Mike Milbury and Kenny Smith.
Sports legend Dick Vitale is tracking the Bridgestone story but a rising star in Michelle Beadle thinks she will get the scoop first. Follow the story at facebook.com/BridgestoneTires to learn more about Bridgestone taking their innovative tire technologies into the world of sports.
The latest announcement left the world's leading sports announcers speechless and tweet-less.
All around the hull of the longest Viking warship ever found there are swords and battle axes, many bearing the scars of long and bloody use, in an exhibition opening in Copenhagen that will smash decades of good public relations for the Vikings as mild-mannered traders and farmers.
A violent animated backdrop to a reconstructed Viking warship [Credit: Guardian]"Some of my colleagues thought surely one sword is enough," archaeologist and co-curator Anne Pedersen said, "but I said no, one can never have too many swords."
The exhibition, simply called Viking, which will be opened at the National Museum by Queen Margrethe of Denmark on Thursday, and to the public on Saturday, will sail on to to London next year to launch the British Museum's new exhibition space.
In contrast to recent exhibitions, which have concentrated on the Vikings as brilliant seafarers, highly gifted wood- and metal-workers, and builders of towns including York and Dublin, this returns to the more traditional image of ferocious raiders, spreading terror wherever the shallow keels of the best and fastest ships in Europe could reach, armed with magnificent swords, spears, battleaxes and lozenge-shaped arrows. "The arrow shape did more damage," Pedersen explained, "the wounds were bigger and more difficult to heal than a straight-edged slit."
Other powers employed the fearless warriors as mercenaries, including Byzantium and Jerusalem, but some were anxious to keep weapons of mass destruction out of their hands: a Frankish law forbade selling swords to Vikings. They got them anyway, as the exhibits prove.
A skull from a grave in Gotland bears the marks of many healed sword cuts, but also decorative parallel lines filed into the warrior's teeth, like those recently found on teeth from a pit of decapitated bodies in Dorset, in what must have been an excruciating display of macho bravado.
"Probably only a small percentage of the Vikings ever went to sea on raiding parties, but I think those who stayed home would have told stories of great warriors, great ships and great swords they had known," Pedersen said. "It was very much part of the culture."
Some of the objects assembled from collections in 12 countries, such as a heap of walnut-sized pieces of amber, or jewellery made to incorporate Islamic and Byzantine coins, probably did come through trade. Others, such as a pair of brooches from the grave of a Viking woman made from gold intricately twisted into tiny animals, originally panels chopped up from a shrine made in Ireland to hold the relics of a saint, certainly were not.
One magnificent silver collar found in Norway has an inscription in runes saying the Vikings came to Frisia and "exchanged war garments with them" – but that may be a black joke. Iron slave collars from Dublin confirm that the wealth they sought wasn't always gold and silver.
This is the largest Viking exhibition in more than 20 years, bringing together loans from across Europe, including hoards from Yorkshire, Norway and Russia, a silver cross and a diminutive figure of a Valkyrie, a mythological battlefield figure, both found in Denmark only a few months ago. Loans from Britain include some of the famous Lewis chessmen carved as fierce Viking warriors, biting on the edge of their shields in an ecstasy of rage.
The most spectacular object, fitting into the gallery with just 1.7 metres (5ft6in) to spare – the new space in Bloomsbury has already been measured carefully – is the sleek, narrow hull of the longest Viking warship ever found, specially conserved for the exhibition and on display for the first time. Just over 36m in length, it was built to hold at least 100 men on 39 pairs of oars.
The ship was found by accident at Roskilde, home of the famous Viking ship museum. The museum was built 50 years ago to hold a small fleet of Viking boats that were deliberately sunk 1,000 years ago to narrow and protect the approach to the harbour. In the 1990s, workers building an extension chopped through the massive timbers of what turned out to be nine more ships, including the awesome length of the warship, estimated to have taken around 30,000 hours of skilled labour to build: only a king could have afforded such a vessel.
Recent scientific tests show it was built from oak felled in 1025 near Oslo, probably for King Cnut the Great – the sea-defying Canute to the English – who conquered England in 1016, and Norway in 1028. Only a quarter of the timbers survived, but they included the entire length of the keel.
Although the exhibition includes sections on Viking politics, strategic alliances through marriage and trade, and beliefs including the contents of the grave of a sorceress with her iron magic wand and little pots of narcotic drugs, the warlike tone was dictated by the ship, which was itself a weapon of war. Vikings sang about ships – one refers to a new ship as "a dragon" – played as children with toy ships and, if rich enough, were eventually buried in ships.
The displays and some of the contents will change in London, but in Copenhagen the ship is spectacularly displayed against an animated backdrop of stormy seas and a ferocious raid that leaves the target settlement in flames.
The animation was made in the United States and the Danish team was initially dismayed as it appeared to show raiders attacking a much later medieval walled town. Eventually, curator Peter Pentz said, a Hampshire site saved the film: they agreed it was plausible that the towers and curtain walls could represent the ruins of a Roman shoreline fort, such as Portchester castle near Portsmouth.
As well as the swords, some bent like a folded belt to destroy their earthly use as they went into a warrior's grave, there is one unique weapon, a battleaxe with an intricately decorated golden shaft. Such golden axes are described in the sagas, but this, from a settlement in Norway, is the only real example ever found.
"I think the main point was to impress, not to kill somebody," Pedersen said, adding with satisfaction: "but you can kill somebody with it if you want.
Viking, National Museum of Denmark, Copenhagen, until November 17 2013
Author: Maev Kennedy | Source: The Guardian [June 19, 2013]
Built — Reinvented 2012 Camry — Release date Oct. 16, 2011
Pit Stop — Reinvented 2012 Toyota Camry — Release date Oct. 24, 2011
Press and Credits: Saatchi & Saatchi LA Creates Campaign for the Reinvented 2012 Toyota Camry
“It’s Ready. Are You?” Touts Vehicle Innovation and Performance
Saatchi & Saatchi LA today announced the launch of the reinvented 2012 Camry campaign, one of the largest integrated marketing campaigns the agency has developed for Toyota Motor Sales, U.S.A., Inc. “It‟s Ready. Are You?” demonstrates how the seventh-generation model addresses changes in consumers‟ vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior vehicle styling.
The campaign centers around six TV spots, beginning with the 30-second “Built,” which will make its national debut on October 16 during NBC's Sunday Night Football. The spot uses stunning animation and visual effects to highlight the Camry‟s new features and visually demonstrate the reinvention of Toyota‟s signature model. As the 2012 model builds around its driver, the spot touches on several of the key aspects midsize car buyers expect to get with their next car purchase.
“For nearly 30 years, Camry has been an icon of durability, quality and reliability. But with the new model, Toyota has made a serious upgrade in technology, safety, elegance, performance and flat out beauty,” said Chris Adams, executive creative director at Saatchi & Saatchi LA. “With the „Built‟ commercial, we had a lot of fun literally showing this reinvention in progress. It truly is a car built around the needs of today's drivers.”
Another 30-second TV spot, “Pit Stop,” pays homage to the Camry‟s racing heritage with Toyota NASCAR driver Kyle Busch. The ad shows how Toyota‟s excellence carries from the racetrack to the roadway by transforming the car in the speed of a pit stop to highlight the Camry's performance capabilities and intuitive mobile technology. “Pit Stop” will make its television debut on October 24.
Two additional TV commercials will roll out later this year. Further, broadcast momentum continues into next year with two spots in the Super Bowl and the Toyota Halftime Report.
The campaign also includes print ads, digital media, out-of-home boards and social media elements. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in New York‟s Times Square to spark the public‟s interest and build intrigue for the 2012 model.
Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012. The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle first hand.
To set the stage for the 2012 model launch, Toyota and Saatchi & Saatchi LA launched the Camry Effect website, which is designed to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experiencehttp://www.toyota.com/camryeffect. The Camry Effect provides past and present Camry owners a platform to share stories, moments, memories and milestones of first dates, road trips, soccer games, interviews and college days while witnessing the collective “effect”
