In the Nordics, we were adapting global work for Toyota and decided to do this idea locally to raise further awareness of their high safety standards. This went above and beyond just talking about the safety features in their cars to actually doing something about safety on the roads. This film went on to eventually achieve over €5 million in earned media, without any seeding budget and we only had a 9-month window to be able to do this. Because Apple released voice recognition in their next IOS update.