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.

As South Africa’s biggest car manufacturer, we have a responsibility to keep our roads safe. That means enabling our drivers with the latest and greatest safety tech features, like the Toyota Blind Spot Monitor. To get more people to realise the importance of such a feature, we had to come up with an idea that stood out and captivated people to pay attention.

We did this by using a human phenomenon called Repetition Blindness – a feature of evolution where our brains unconsciously ignore duplicated information.

Our goal was to prove to people that anyone can fall victim to a blind spot, and therefore everyone can benefit from the Toyota Blind Spot Monitor.

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

The social executions went live on @ToyotaSA (Instagram & Facebook) as carousels and stories. Then we posted the executions as a digital banner on The Citizen mobile app. The print executions as strip adverts were published in Soccer Laduma and City Press.

As a feature that comes standard on most Toyotas, there is no realistic way to measure our return on investment. As the top-selling car brand in the nation, it’s clear to see that South Africa sees Toyota as a trustworthy, reliable and quality brand. This campaign was a way to remind people that Toyota continues to lead the way in enabling their cars, and those who drive them, to be as safe as possible. Work like this is what maintains Toyota as one of the most loved brands in South Africa and around the world.