Cannes Lions
SAATCHI & SAATCHI, Sydney / TOYOTA / 2011
Overview
Entries
Credits
Description
Even though they can't change how fragile the human body is (especially the internal organs which are particularly vulnerable in a collision), Toyota realise they can change how they protect it. Which is why they developed Total Human Model For Safety (THUMS), crash test simulation software which measures the impact of collisions on the entire body. To demonstrate this we see a team of glass blowers create and assemble a person from incredibly delicate glass, then place it in a Toyota to show that even though we're incredibly fragile, thanks to THUMS technology, we'll at least be safer in a Toyota.
Similar Campaigns
12 items