Dentsu Singapore out to change the perception of the Toyota Yaris for Borneo Motors
The 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.
Category: Outdoor
Client: Borneo Motors
Agency: Dentsu Singapore
Country: Singapore
Credits:
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
2 Comments
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.
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.