In places with considerable commercial and office activity, such as the district of San Isidro in Lima, Peru, it is very common to see how people without any kind of disability park their cars in spaces reserved for the disabled.

Given this situation, the activation of “The fake camera for the fake disabled” achieved an IMMEDIATE change in people’s behavior, solving the problem in a quick, creative and very economical way.

The outdoor piece consisted in a fake camera and sign that read "Smile, social media is watching you" that was placed on top of every handicapped parking space sign in the district of San Isidro in Lima - Peru.

The result was IMMEDIATE. People used to parking in spaces reserved for the disabled found themselves faced with a sign telling them that there was a “security camera” connected to the social networks and threatening them to post a photo or a video exposing their infraction.

Drivers that read the sticker placed next to the cameras (Smile – you’re being filmed for social media), magically backed up their cars and left, leaving the disabled parking space free at peak traffic hours (9am / 6pm).

Through this activation, Toyota became the only brand that decided to commit and solve the disabled parking space issue. This impact caused many more people to visit their digital platforms and helped the PTAT number on such platforms to increase.

The solution to this problem meant the recognition of the public for Toyota, translated into visits to their webpage and ‘likes’.