The Creators project commissioned a trio of international artists to build installations inspired by the new Prius model. In June 2016, these works were showcased in a national event series across NYC, Chicago, and LA. The captured content was distributed via TCP, and amplified by VICE O&O to create massive scale and reach online. With this program, TCP/VICE became Prius’s biggest digital partner.

In March 2016, we refreshed the TCP site, debuting a unique destination for all Future Forward content. From March through June 2016, we rolled out artist and artwork-focused content to tease the 3 events implementing social activations via TCP and throughout VICE O&O).

The Future Forward program was supported with activations and placements of online partners, co-branded and rotational native unit media, as well as a print ad in VICE Magazine. Following the final event, we rolled out all post-event video and content spanning the entire program, including an unreleased video utilizing 360-degree technology. Finally, we collected data from two brand studies - one conducted on-site at each event, and another integrated with the online content.

Delivering 5.54MM video views, 405K total pageviews, and a +18% and +17% lift in perception of the Toyota Prius as exciting and stylish, respectively, the Future Forward program outperformed in terms of audience engagement. The campaign changed audience perception of the all-new Toyota Prius through compelling video content, engaging articles on TCP, and a holistic distribution that incorporated the most premium media placements across all of VICE O&O. In addition, our total attendance across the three events beat our goal by 260%.