Media Morph: From outdoor mural to YouTube video.(Digital)(Toyota Motor Corp.)(Saatchi and Saatchi)(Brief article)

Advertising Age, August, 2007

Byline: jean halliday

What it is: An advertising hat trick that turned an out-of-home mural into two online videos and a magazine ad. Saatchi & Saatchi, Torrance, Calif., was looking for a different way to communicate "unbreakable,'' the five-year-old campaign theme for the Toyota Tacoma pickup to the 25-to-35, mostly male target. The Publicis Groupe agency wanted work that was authentic for the audience, said Dino Spadavecchia, associate creative director and art director on the project.

How it worked: Saatchi partnered with artist Dave Kinsey to create two different, dramatic wall murals as backdrops for a real parked Tacoma. Then it shot magazine ads showing the building graffiti with the pickup and produced two videos, which detailed how the...

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