ESCAPE VEHICLE

Toyota - Escape Vehicle (Case Study) | Campaign In Greece, 37% of women have experienced physical and/or sexual violence. Yet NGO’s addressing gender-based violence are facing funding cuts worldwide, following major reductions in USAID support. Toyota Hellas chose to become an “escape vehicle” by financially supporting DIOTIMA, an NGO that provides free legal and psychological support to women survivors. To announce Toyota’s initiative, we created a film that captures the moment a woman leaves her abuser, driving away... in a Ford car! Because for Toyota, it doesn’t matter what car you drive, as long as you drive away. The campaign went viral in Greece, sparking a nationwide conversation and widespread organic sharing from people, brands, celebrities, and even other advertising agencies, amassing 4.2 million organic views in a country of 8 million internet users. It was subsequently picked up by mainstream & industry media around the world, becoming a global example of how creativity can drive meaningful social impact. Credits: - Client: Toyota Hellas - Advertising Agency: Ogilvy Greece - Agency Network: Ogilvy - Holding Company: WPP - Production Company: Foss Productions