Creativity

This Toyota App Turns Your Car's Hood Into a Storytelling Device

Point Your Smartphone at Brand's Cars in Spain and Watch a Story Unfold

Published on Mar 16, 2015

Editor's Pick

Toyota and Del Campo Saatchi & Saatchi, Spain have developed a fun app that turns a car's hood into a storytelling device.

According to this film, Toyota was named the most reliable car for the eighth year in a row in 2014, suggesting that because of this reliability, people probably don't know what's going on underneath the hood of the car since they likely have little reason to check what's going on there.

Given this record, the agency decided to unveil the mystery beneath the hood with the help of the new app. When pointed at any Spanish Toyota model, it recognizes the make and "opens" the hood to show a film on your smartphone revealing what could be inside -- from a seance, to a sinister body burial, to a couple in a steamy embrace. The characters in the story even speak to you. Since it launched last month, the app has been the second most downloaded on the App Store in Spain and number one on Google Play.

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About

Credits

Date
Mar 16, 2015
Agency:
Del Campo Saatchi & Saatchi Madrid
Chief Creative Officer:
Mariano Serkin
Client:
Toyota
Chief Creative Officer:
Maxi Itzkoff
Creative Team:
Álvaro López
Creative Team:
Martin Subercaseaux
Creative Team (Stories):
Fernando Dominguez
Creative Team (Stories):
Angela Pacheco
Creative Team (Stories):
Ignacio Inigo
Head of Strategy:
Ana García Salinas
Digital Director:
Verónica Barba
Digital Developer:
The Lion
Digital Manager:
Hugo de León
Production Company:
Agosto Films
Director:
Diego & Vladi
DOP:
Paco Femenia
DOP:
Pancho Alcaine
Music:
Circle of Sound

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