Building the Monsters
Working with Dallas-based photographer and retoucher Scott Harben and his LA-based prop makers, we personified the danger hiding in every affected vehicle using custom-built ghoulish faces and hands made out of latex. These nightmarish creatures played right into the superstitions and lore so deeply ingrained in Puerto Rican culture.
Rolling Out the Campaign
Deciding where to reach people is every bit as important as how you reach them. Keeping in mind Puerto Rico’s car culture, our media strategists chose to primarily target people when they were in their vehicles. The media buy included radio, OOH billboards, gas station TV and digital display ads. To track campaign performance, we set up a custom URL with the National Highway Traffic Safety Administration team.
Usually the measure of a campaign’s success is the number of views, clicks or conversions. For this project, our goal was to literally save lives. Within the first three months, millions of drivers saw the message, thousands responded – and we couldn’t be prouder.
Additionally, the effort was recognized as one of the 40 best campaigns of 2020 at the Global SABRE Awards, which receive more than 5,500 entries from over 60 countries.
combined media impressions
above industry average performance for display ads
Meet the JS team that worked alongside Toyota to bring this compelling campaign to life.