Winners & Shortlists

PISSING AROUND

TitlePISSING AROUND
BrandTOYOTA GERMANY
Product/ServiceAYGO
Category D05. TRANSIT
Entrant Company SAATCHI & SAATCHI DÜSSELDORF, GERMANY
Advertising Agency SAATCHI & SAATCHI DÜSSELDORF, GERMANY
Production Company LOVESTONE FILM Berlin, GERMANY
Credits
Name Company Position
Alexander Reiss Saatchi/Saatchi Düsseldorf Executive Creative Director
Daniel Grether Saatchi/Saatchi Düsseldorf Creative Director
Claus Lieck Saatchi/Saatchi Düsseldorf Art Director
Nathaly Neusser Saatchi/Saatchi Düsseldorf Art Director
Jean Pierre Gregor Saatchi/Saatchi Düsseldorf Art Director
Tanja Dringenberg Saatchi/Saatchi Düsseldorf Copywriter
Michael M. Maschke Saatchi/Saatchi Düsseldorf Executive Producer
Lewi Lovestone Film/Berlin Director
René Menzel Saatchi/Saatchi Düsseldorf Managing Director
Pascal Becker Saatchi/Saatchi Düsseldorf Account Director

Execution

The new generation Toyota Aygo has been launched in market across Europe with the provocative claim „Go fun yourself“. So the German client asked Saatchi & Saatchi Düsseldorf to develop attention-grabbing ideas building on this. Our answer has been a concept that actually focuses the car’s attitude instead of it’s features: The Aygo is the car of choice suited to those that don’t take themselves too seriously and that know how to be playful and have fun. With „Aygo. Pissing around.“ this attitude comes alive in a spectacular and unseen way: A new generation Aygo drives through the streets of the Germany’s capitol Berlin - and gives a statement to anyone, that spoils its (and our) fun: party pooper get peed. For this one Aygo got customized so he can literally „lift a leg“ and pee. With this car we drove through Berlin, Germany’s biggest and most attended city, for several days and constantly allowed people to experience live what the new generation Aygo stands for: Fun. This way the product became actually became its own outdoor media.