The concept for this campaign is a two-part marketing campaign for the launch of the Toyota Mirai. The first part of the campaign would see the release of the official website of the car, email newsletters sent to subscribers, and ads placed in car magazines. This part of the campaign would target car enthusiasts and experts.
Part two of the campaign would be the roll-out of a more traditional marketing campaign. This would include billboards, newspaper ads, and a small mini-game, promoting the eco-friendly message. This part of the campaign would be targeted at the wider public.