The “Why Not?” campaign is built around Toyota’s core values of innovation and enhancing mobility with regard to efficiency, safety and the environment.

This site brings the powerful idea online by encouraging visitors to contribute their own innovations to an online community. Never self-serving or preaching, it pushes the capabilities of data visualization in a three-dimensional interface, with a high level of interactivity, that evolves as visitors commit to ideas.

• TV and print ads drove people to take part in the online community and to voice their ideas for improving safety, water, land, air, community and energy.

• The target audience is men and women, aged 35–64, who are well-educated, influential and who likely participate in advocate activities.

• Visitors navigate to each zone from the home page via a pangaea.