As part of the Vivid Sydney festival on May 23rd, several Toyota Prius Cars were set up in an interactive installation called 'Cars That Feel.' In partnership with Soap Creative, the Prius cars were given their own unique personalities and were able to communicate in response to human interaction with color, light projections and sound.
Soap Creative began working on the project as part of an internal research and development initiative, but Toyota was officially brought on board because it was a perfect fit for the automotive brand. Soap captured a time lapse of the event, where festivalgoers were encouraged to snap and share photos with the #CarsThatFeel tag. Periodically, the windows on the car displayed messages like "hug me," "kiss me" and "tickle me," and the car's requests were satisfied.