GAME OF LIFE WITH THE PRIUS C

The Prius C audience is that young professional who has experienced their first promotion, garnered a raise or two as a result, and graduated to buying their first new car. We wanted to honor their upward mobility with an integrated campaign that guided these noobie rainmakers through the seemingly daunting car-buying process. All via the story-based board game they played growing up.

ROLE: Creative Director
FOR: Toyota, Saatchi LA