Toyota iQ "Nimble as a Mouse" Ad Campaign with Behind The Scenes

Ad Agency Saatchi & Saatchi just released a campaign for Toytoa iQ, the world's smallest four seater.
Saatchi & Saatchi had the idea to turn the car into a mouse, so it could move a cursor on a giant screen and operate a computer.

The idea posed a technological challenge. At the time, there were ways to track a car’s movements. But there was no known method for turning the car into a fully functioning mouse, with the ability to click, draw and drag. So working with a web developer, the agency devised custom software to make it possible.

The feat required a large indoor space, a web cam, two laptops, an LED for the car, and a projection screen.

The camera tracked the light on the car and translated its position into X-Y co-ordinates. The first laptop sent these co-ordinates to the second laptop 30 times per second. The second laptop read these co-ordinates and moved its mouse cursor in real-time. That image was then projected onto the large screen.

Then, before an exclusive audience, the iQ operated a giant computer to design its own newspaper ad, complete with webcam photo, mouse-drawn logo and a copy line, which was typed using a virtual keyboard.

The live event was shot and edited into a short film and a behind the scenes video.
via: AdNews

Advertiser: Toyota
Creative Agency: Saatchi & Saatchi
Copywriter: Matthew Page
Art Director: Carolyn Davis
Deputy CD: Tim Huse
ECD: Dylan Harrison
Technical Support: Peter Mangin
Software Developer: Jonathan Hardie
Digital Producer: Liz Knox
Agency Producer: Richard Mayo Smith
Director: Leo Woodhead
Producer: Nick Beachman
Production Company: Thick as Thieves
Editor: Ian Bennett
Post Production: Mike Stephenson, 2&1/2D
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