We collaborated with Saatchi & Saatchi LA on the Prius Goes Plural campaign, which introduced 3 new Prius models. The concept kicked off with two short animations encouraging people to vote for what the plural of Prius should be. Using Sesame-Street-style jingles, the animations explore the complicated nature of plurals.
The campaign included art direction, illustration, and animation of elements to be used across print, video, and online. All illustrations were hand-built and photographed in-house. Videos were created using stop-motion. ‘Prius Goes Plural’ won a Cannes Gold ‘Cyber Lion’ in 2011.
After the Prius Goes Plural campaign, we worked again with Saatchi & Saatchi LA to launch the campaign for Prius’ expanded family. The campaign was comprised of print, outdoor and interactive components all built around real miniature sets.
All buildings and scenes are hand-built wooden models. Design and illustration by Todd St. John and Gary Benzel.