Cannes Lions
SAATCHI & SAATCHI ROMANIA, Bucharest / TOYOTA / 2011
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In a quiet environment one’s perception of sound changes. Thus, any small sound can seem louder than it really is.We used this observation to communicate the launch of new Lexus CT 200h, the most silent car in the category, by playing with the GPS voice and making the indications sound louder than normal.
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