Target Audience = new customers Strategy = create awareness around the dangers of maneuvering in reverse and make people realize a rearview camera is the best option for more safety.

We invited street artist Ernest Zacharevic to draw the attention to this problem. He made a series of unique paintings in the Brussels underground Parking Lepage, depicting children playing or running. Every painting was foreseen with a hand painted message : "Protect what's behind you, drive with a rearview camera." Street Artist Ernest Zacharevic was really an added value, because this international artist is seen as being the new Banksy.

12.000 drivers saw the interactive murals of Toyota Belgium in the first weeks after the launch. The mural paintings also featured on 30.000 parking tickets, as a sort of invite for this exhibition