lindsey montague · acd · art director

People often think a car like the Toyota Prius sells itself. It sure didn’t feel like it. After 12 months, we emerged with a few claims to fame: sold the winning platform “Harmony between man, nature and machine,” launched Toyota’s first ever legit facebook page including four custom apps, and made headlines with some pretty cool installation art.
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Solar Flowers
This campaign brought “Harmony between man, nature and machine” to life in a city near you. Partnering with local sculptors Poetic Kinetics, we created a grove of 18-foot flowers that use solar panels to power outlets for charging up, and free wifi where users were encouraged to share their experience on facebook and twitter. This stunt got a lot of people talking (over 2 million hits on google) and the buzz has been incredibly positive, bringing attention to Prius’ solar technology and eco-friendliness.

Cannes Shortlist
Bronze Effie
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Facebook Apps

1) Random Acts of Prius
This facebook app encourages people to help make the world just a little bit brighter, one Random Act at a time.

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2) Ask an Expert
Rather than a run-of-the-mill discussion board, we engaged real Prius bloggers who already had loyal followings and elevated them to expert status on our page. We developed a tool where users can get credible 3rd party answers from these experts to anything they ever wanted to know about Prius, share, and discuss.
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Click here to view Ask an Expert
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Interactive Banners
Draw something and watch it come to life to help illustrate a cool feature about the Prius.
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Branded Content on HowStuffWorks.com
Toyota partnered with Discovery’s HowStuffWorks.com, a leader in search index relevance, in an effort to organically incorporate Prius into topics our target is googling. We developed an unbranded hub page called Fw:Thinking featuring creative polls, top 5 lists, and 100+ articles ranging from the science of happiness to surprising recyclables.
Click here to view Fw:Thinking
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In addition, we produced two promo pieces which aired on the Discovery Channel, discussing the science behind solar power and MPG — two of Prius’ key features.

How Fuel Efficiency Works:

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How Solar Power Works:

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Creative Directors: Andrew Christou, Scott Huebscher
The Team: Lindsey Montague, Elizabeth Alexander, Chelsea DuBois, Chris Peel, Kelly Kliebe, Michael Gurman,
many others

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