Torrance, Ca - Saatchi & Saatchi LA was awarded a coveted Gold Cyber Lion in the "Best Copywriting" category at the 58th Cannes Lions International Festival of Creativity, the world‟s largest and most revered advertising competition. This prize was bestowed upon the agency‟s „Prius Goes Plural‟ campaign Web video created for Toyota Motor Sales, U.S.A., Inc.
With the expansion of the Prius family to include the Prius Plug-in Hybrid vehicle (PHV), Prius v and Prius c concept, Toyota was posed with a unique, grammatical question-what do you call more than one Prius? To spark the conversation, Saatchi & Saatchi LA developed an educational, animated music video exploring the complex nature of plurals. Using this piece as a kick-off, Toyota opened the digital ballot boxes for Prius owners and enthusiasts to cast their votes to determine the official plural of Prius. The campaign resulted in over 1.8 million votes, crowning „Prii‟ as the publicly preferred plural term.
"The „Prius Goes Plural‟ campaign gave us a fun and engaging way to announce this important moment in Toyota‟s history," said Chuck Maguy, president, Saatchi & Saatchi LA. "It started with listening in the social space, developing key insights and tapping into existing conversations happening within the Prius community. The public really embraced the campaign and we couldn‟t be happier."
This recognition comes on the heels of an IAC Award for Outstanding Online Video and a 2011 Bees Award for Best Copywriting.
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