Problem How do you generate buzz about being an iconic leader in sustainable transportation? Solution Use OOH formats to set an example and demonstrate your product’s benefits. Background Embracing Prius’ optimistic spirit and desire to participate in their world, the campaign positioned Prius as an acces- sible and positive influence on people and nature. The “Harmony between man, nature and machine” platform gave customers the opportunity to interact with Prius’ in- novative and technological features. Objective The 3rd generation Prius’ overall campaign was about leadership, hope and change. It sought to win the hearts of the mainstream by changing the perception that sus- tainability means sacrifice. The campaign used optimism to try to shift Prius from the car you should buy

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