We wanted to highlight the Blind Spot Monitor, one of the most innovative safety features that come standard on most Toyota's. You can change lanes safely and confidently knowing that it was perfectly engineered to always see what you miss.

We leveraged repetition blindness (a human condition that causes the brain to unconsciously miss or not see duplicated information), to create a blind spot for our audience to demonstrate how easy it is to miss things that are right in front of us. Then, we hero-ed the Toyota Blind Spot Monitor as the solution that always ‘sees what you miss’.

A simple layout, strategic line breaks and three sequential frames brought the idea to life.

This campaign is a simple reminder that everybody has a blind spot and for that reason, everyone can benefit from a feature like the Toyota Blind Spot Monitor that always sees what you miss.