For the 8th year of Toyota’s annual Dream Car Art Contest – one of the largest global art contests for children – the company is taking things to the next level. Since 2004, Toyota has invited children from around the world to submit designs for dream cars of the future that offer imaginative solutions to large-scale social and environmental issues. This year, Toyota has asked children to do the same, but for the first time, they have partnered with creative agency Saatchi & Saatchi Fallon Tokyo to bring 90 winning designs to life.
Together with Saatchi & Saatchi, Toyota has launched “Dream Car of the Day,” an online campaign that celebrates 90 of the best contest entries in a technologically savvy yet highly artistic way. The online campaign turns each design into an animated video using Vine – a trendy mobile app that enables the posting of six-second looping video clips – in order to take viewers on a ride through the imagination of a young artist. One new design and its accompanying Vine video is revealed daily on the Dream Car of the Day website and on social media.
The addition of the online campaign to the Dream Art Contest reflects the global scale of the contest, as it allows for worldwide exposure to the impressive ideas of children. Since the contest’s inception in 2004, over 660,000 children from over 75 countries and regions around the world have participated, and these numbers continue to grow each year. The Vine campaign also reflects Toyota's guiding philosophy of innovation through next generation thinking. Toyota believes in nurturing the creativity of the next generation of great inventors, thinkers and dreamers and this campaign allows for the celebration of the innovative ideas of these future leaders on a global platform. (Image courtesy of Hyperallergic.com.)
The Vine campaign also reflects Toyota’s understanding of the power of art to capture people’s attention. Each 6-second Vine video incorporates visually stimulating scenes that ignite artistic ande creative inspiration in children and adults alike. The company's commitment to this contest year after year reinforces its value of art and creativity, and the potential to incorporate the artistic efforts of the children designers into its own work.
As Masanao Tomozoe, President and CEO of TMSM said, “These works area great inspiration to Toyota… Anyone who sees the dream cars that these kids designed are sure to be touched by the optimism and innovative thinking that went into them.”
Check out some of the amazing designs and videos here:
For more information on Toyota's commitment to the arts and the communities that it serves, visit Toyota.com.