To launch the third-generation Prius, Toyota needed to elevate the brand’s status among progressive-thinking consumers who look for content about environmental issues. that. To align Prius with this mindset, Saatchi LA formed a creative and media partnership with GOOD, one of the leading editorial voices of the environmental movement. The result of the partnership is a site that inspires as it informs.

It’s a graphic map using the word harmony to network a group of roads and reveal nine interconnected issues (Coexistence, Health, Education, Connectivity, Exchange, Energy, Earth, Flora and Fauna and Sustenance) and the innovative ways of bringing balance to our ecosystem. It invites visitors on a journey through a landscape of discovery about how issues and topics are interconnected, with graphic signs along the way indicating the type of content (video, editorial, infographic) available for exploration.

• From concept to completion, the site took about six months to complete.

• Infographics are a design element that GOOD is well-known for using in its editorial.

• The Roadmap to Harmony site and a companion print piece, were two of the numerous innovative programs that made up the integrated launch of the third-generation Prius under the campaign theme “Harmony between man, nature and machine.”

• Key to the success of the site was finding editorial content that aligned with the campaign theme. There are lots of people doing good things for the planet but the team was specifically looking for examples that use design or engineering innovation to help enhance sustainability.

* There are six videos, nine infographics, eighteen articles and nine links to action steps within the site.