FCB Joburg conceptualised and recorded a 30-second mini-film for its client, Toyota South Africa, urging the country’s drivers to give up driving during the COVID-19 lockdown.
Briefed to reinforce the fact that Toyota moves South Africa every day while urging the country’s citizens to hang up their car keys and stay put, the agency responded with a montage of the current Toyota vehicle line-up followed by images of car keys being placed on tables and, suddenly, empty streets.
The film was released on social media channels on 27 March and is airing on national television channels. Toyota SA has diverted substantial media budget to public service announcement-style messages and FCB Joburg donated its conceptualisation and production time.
Executive Creative Director at FCB Joburg, Tian van den Heever said, ’I have to say that this is the one brief I never expected to receive from the Toyota marketing team. But it’s one of the most important the agency has ever had to respond to.’
‘The team made clear that, while we needed to demonstrate the contribution Toyotas have made to keep this country moving, it was vital we convinced South Africans to stay home for the good of all. At the same time, Toyota wanted to be upbeat and create a sense of hope, which we did by ending with the belief that we’ll all be back on the road again,’ van den Heever said.
FCB
www.fcb.co.za
