London - Del Campo Saatchi & Saatchi Madrid presents
‘The Weather Challenge’ for the new Toyota Aygo with a canvas sunroof.
The idea focuses on how weather forecasters
consistently deliver inaccurate forecasts, despite the fact that many people
rely on their daily forecasts. They
never have to be accountable; they still keep their jobs. No matter what. Come rain or shine. In the film, the forecasters are forced to
face the consequence of their inaccuracies and face the ‘Weather Challenge’.
Maxi Itzkoff & Mariano Serkin, CCOs Saatchi & Saatchi Europe
explained: “We gave the new Aygo to three famous forecasters in three different
European cities, for a month. The roof
of the car was synchronized to each forecaster’s weather prediction. If they predicted rain, the canvas roof would
stay closed. But if they predicted sun, the
roof would remain open, no matter what the weather.’
“Aygo is fun and irreverent so we wanted to do
something aligned with the brand personality.
The most difficult part of the idea was to convince famous forecasters
to be part of the challenge,” said Stephane Rydlewski, Creative, Media & Production Manager - Toyota Europe.
The online film and 30” TV edits launched in Italy and France on February 27th and will be rolled out across the rest of Europe.