Toyota Prius Awareness Campaign

Ayman Helweh
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This Toyota Prius campaign depicts a stark truth: draining fuel from mother earth is like taking life away. Use less fuel and you have more life.

The message is delivered with simple illustrations, by Sandro Rojas, of an oil well that tries to pump oil into these hungry automobiles by hanging animals such as monkeys, sharks, deer, and duck.

While the direct purpose of the campaign is to promote Toyota’s gas-efficient Prius, the ads help spread awareness about fuel consumption in general. They also highlight the important need for popular auto makers to pay more attention to efficient car designs.

The June 2008 campaign was created by Garnier BBDO, San José, Costa Rica with creative director Tito Araya and art director Sandro Rojas.

Toyota just unveiled that some of its next-generation Prius cars will come with solar panels that can be used to power the air conditioning.

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