The branded contents were hosted on Toyota's website and Toyota's social platforms so there were no restriction or regulations. Also, the campaign was aimed globally and not for a specific region or country so not bound by any rules or regulations of a particular region or country.

Each drawing was studied carefully by a group of expert creatives for the best method to bring them alive in video such as 3D modeling, CG animation or paper-cut animation. Vine was chosen as a platform because the 6-second bite size format was ideal for online consumption and share-ability.

The videos were released one by one for 90 consecutive days on the campaign site and social media platforms such as Facebook, Twitter, Vine and Youtube. The videos grabbed people's attention and lead them to the website where they viewed the original artworks and descriptions as well as the other works.

The campaign achieved the global reach and interaction it set out for with 2 million visits to the site, 1.3 Vine loops and Facebook fans of 680k.

It was covered by over 90 online publications in more than 19 languages in design, marketing, parenting and technology fields, all audiences not aware of the contest before.

As a result, 33% more countries (75 -> 95)have expressed joining next year's Contest. As our client's business mission is global marketing for the regions, this is proof that their efforts in this campaign has gained support from the regions.