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Toyota: Protect What’s Behind You

On the walls of the Q-Park Lepage parking lot in Brussels Zacharevic created six unique 3D street art paintings featuring children playing. The realism is strengthened by projecting real objects from the murals: a shopping trolley, a tricycle and a ball. The result is a dynamic series of realistic installations that drivers actually can collide with unless they take care. They carry the strapline “Protect what’s behind you. Drive with a rearview camera” and are simply signed “Toyota”. The scarily life-like portraits include a boy playing ball, a girl playing hopscotch, drawing a dragon on the floor, riding down a slope on a tricycle, sitting in a supermarket trolley and a little girl graffiti-ing the message “Protect what’s behind you”.

Advertising Agency: Happiness Brussels, Brussels, Belgium
Executive Creative Directors:
 Karen Corrigan, Cecilia Azcarate Isturiz
Creative Director: Peter Ampe
Concept Provider: Gregory Titeca
Head of Art: 
Cecilia Azcarate Isturiz
Copywriter: 
Peter Ampe
Art Director: 
Cecilia Azcarate Isturiz
Account Director: 
Pascal Kemajou

Account Manager: 
Mehdi Sel

Producers: Dominique Van doormaal, Bart Vande Maele

Artist:
 Ernest Zacharevic

Content Director: Joris Joosten
Social Media Manager: Maarten Breda
Interactive production: Bliss Interactive
Film Director & Photography: Bob Jeusette
Retoucher: Gregory Ellinger
Graphic Designers: 
Jeremy Vandenbosch, Daniel Nino
Parking: 
Q-Park Lepage
Published: October 2012

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14 comments

DesignDine's picture
DesignDine
1316 pencils

Nice campaign. Liked the arts!

Victorious's picture
Victorious
95 pencils

Amazing artwork.

danielchapman's picture
danielchapman
292 pencils

Really nice execution... problem is... anyone backing in that see it, are going to have the rear-view camera or the rear-view mirror solving the problem already.

I admit though I am cutting the human mind short... it's not a big stretch to imagine anyone backing in without the camera, to really feel the benefits and virtues of what may happen without the camera.

For that reason... the artistic approach, as pleasing as it is, may have been a weaker direction than using photographic depictions.

ok enough nitpicking. Kudos.

feysal's picture
feysal
2270 pencils

love everything about it taking ambient to a whole new level

groovy baby!

kalpesh78's picture
kalpesh78
2580 pencils

love the idea

ideas....30 minutes nahi toh free.

hadrianapolis's picture
hadrianapolis
733 pencils

it's exactly useless idea.

Aim is to give message "Protect what’s behind you. Drive with a rearview camera" people to let them buy a rearview cam Toyota car.

But message can be viewed by only rearview cam car owners!!!

robinstam's picture
robinstam
213 pencils

You don't need a rearview camera to turn your head ;-).

JLL's picture
JLL
271 pencils

Great!

JLL's picture
JLL
271 pencils

Great!

kleenex's picture
kleenex
27884 pencils

I like the art...

Show me the money's picture
Show me the money
224 pencils

The artist invaded a parking lot? Toyota agreed on that? Come on man, you don't need it. The idea is pretty good itself.

saptohandriyanto's picture
saptohandriyanto
108 pencils

Brilliant!
The illustration is awesome. The Idea is fresh.

sapto handriyanto
Fortune Indonesia

jmills25's picture
jmills25
12 pencils

Such a great way to raise awareness.

foodlawner's picture
foodlawner
2 pencils

Yes today it is ideal to put a camera that lets you see the rare view so that whenever you have to reverse in driving and do some maneuvers in driving. Anyway it is still good to consider safety driving. Thanks to Toyota..

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