we need an apology - thank you TOYNOCAR
badvertising
timeline
2024
location
worldwide
client
New Weather Institute
introduction
The car industry has a lot to answer for when it comes to climate change.
Ongoing government lobbying to prolong the use of fossil fuels, greenwashing in advertising, and the long-running diesel emissions scandal are a few examples of the car industry using it’s influence over consumers to push climate change to the back of the agenda.
Many individuals have found themselves in a lot of trouble for far less serious affronts on our planet and our future, but the car industry remains apparently untouchable.
It’s about time we demanded an apology.
Thanks to the Ministry for the Climate Emergency, in association with barverts.org, we have just that. We finally have a new (made up) car manufacturer with a clear change in direction, from pollution, profits and consumer greenwashing, to some new and effective climate promises, which are backed up by sustainable products and an honest apology. TOYNOCAR is leading the way to the future of mobility.
The car industry continues to lobby against climate change in every continent and fails to commit to phasing out all petrol and diesel cars.
the challenge
Develop an identity for a new fictitious, authentic car company and position it as the leader in a long overdue change towards a cleaner, more climate friendly approach to transport for the future.
Create supporting communications to highlight the impact of the car industry on climate change, emphasise the efforts undertaken by car companies to delay a transition towards cleaner vehicles, and present a better way forward.
The illustrated, fold-out brochure, contained in a slipcase, details the key points for the apology and sets out the vision for the future of mobility.
our solution
The new identity is an upgrade of TOYOTA, who are a major sponsor at the upcoming Paris Olympics. TOYNOCAR represents a future of transport, which doesn’t pollute the air we breathe or promote climate disaster.
A full public apology, with five key failings, is set out in a press release, an apology letter and a brochure, detailing the shortcomings of the car industry and promising alternative solutions for the future.
A new website for TOYNOCAR presents the apology in full, shares their vision for future transport as a series of pledges, and provides additional supporting information.
Billboard mockups and infographics for social media replicate authentic outdoor and online advertising for the car industry.
The concept presents an aspirational reality that the entire planet would benefit from, highlights the ongoing resistance to zero-emission vehicle targets and details the choices made by real car makers to put profit over planet.
“Most of the major car makers have been guilty of pushing polluting and energy intensive SUVs – so much that in around a decade they went from being just one in ten new cars sold to around half.”
Andrew Simms, Co-Founder, New Weather Institute
What if the world's biggest car maker by sales admitted its mistakes of the past and apologised for not taking global heating seriously, for still planning to make millions of polluting cars, for persuading people to drive ever bigger cars, for greenwash, and for lobbying to weaken and delay climate action?
Ministry for the Climate Emergency
The TOYNOCAR campaign has been endorsed by Olympic gold medalist Etienne Stott.
results
The campaign launched in January 2024 with a clear mission to influence and accelerate change for good in one of the most polluting and resistant to climate change industries.
