Alternative Media Campaign for the Repositioning of the New Toyota Yaris.
Target: Young couples.
Proposal: A Short Film Festival called Cinexplora. We adapted the tagline "Intelligent Cinema" from the Yaris' existing tagline "Intelligent Thinking".
Young, talented filmmakers across Spain were asked to send 3 minute scripts, integrating the car for at least 30 seconds. 400 were received and 30 were chosen.
The winning filmmakers were sent to a workshop given by the European Film College and other well-known professionals like Jan Harlan (Stanley Kubrick's producer), Thomas Vinterberg and Bo Ehrhardt to develop their screenplays.
Toyota and Purr co-produced the 30 short films and they were shown at Cineplexes across Spain, as well as on the website, where the public was able to vote.
5 different Prizes were awarded to the winning films at a gala, and 10,000 free DVDs were distributed with the magazine Cinemanía.
In total, the free press generated more than 5 million Euros (more than 8 times the cost of the project.)