Dentsu Singapore out to change the perception of the Toyota Yaris for Borneo Motors

Toyota Yaris_Elephant Trunk.jpgThe Toyota Yaris, while perfect for Singapore's city driving, generated little interest due to its compact hatchback design. It was perceived to be cramped and therefore, not practical. The Challenge was to change this perception with a limited budget. To give motorists the illusion that the Yaris boot can accommodate something much bigger than they imagined, we printed decals of a human leg, arm, and even an elephant's trunk. These were fixed at the shut‐line of the boot lid on three Yaris cars and driven around the city. They gave the impression that the Yaris was surprisingly spacious and more practical than its compact design suggests.
Toyota Yaris_Human Arm.jpgToyota Yaris_Human Leg.jpgCategory: Outdoor
Client: Borneo Motors
Agency: Dentsu Singapore
Country: Singapore

Chief Creative Officer: Ted Lim
Art Director: Cheok Boon Keng
Copywriter: Ted Lim/Leonard Goonting
Assoc Creative Director: Cheok Boon Keng
Agency Producer: Florence Kwok
Agency Producer: Leow Boon Choo

Other credits
Head of Creative Services: Agnes Soon
Photographer: A Pixel Photography Pte Ltd
Print Production: Adscreen Pte Ltd
Client credits  Klaus Redomske, Marketing Director, Borneo Motors (Singapore) Pte Ltd


Lee said:

The elephant version is not too bad. But seriously? Don't think kidnaping is a laughing matter. It's ok to be funny but think this is very irresponsible. Some people loose their jobs over something like this.

Elsie said:

This looks like the ford fiesta scenario from india...minus any controversy.

Bit disappointed there aren't any people gawking at the car as these kind of ads usually portray them.

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