PRIUS GOES PLURAL
In 2011, the Toyota Prius family grew from one to four models, we created a campaign to figure out 'what is the plural of Prius?'
To tell this story, we teamed up with Hunter Gatherer to collaborate on a stop motion film and also built a series of online and social experiences that invited the public to cast their vote... and with over 2 million votes, the official plural became 'Prii.'
:90 TV Spot
Design stills
Credits:
Agency Saatchi & Saatchi
Creative Director Ryan Jacobs
ACD Matt Titone & Zachary Richter
Copywriter Andy Kadin
Designer Zachary Richter