The 'Toyota Positive' movement passes the baton to the people of London

LONDON, April 18, 2013 /PRNewswire/ -- Throughout the month of April, a number of videos have been uploaded to the Toyota Positive site (www.toyotapositive.com) featuring Londoners at their best doing random acts of kindness to benefit their fellow citizens

(Photo: http://photos.prnewswire.com/prnh/20130418/NY97394 )

Toyota's Prius Plug-In Hybrid kicked off its new campaign to bring positivity to the people of London by asking ordinary people to step outside of their comfort zone and carry out these positive acts aided by the use of the technologically advanced Prius.

The campaign launched earlier in the month with a video entitled "Comedians" that featured MTV news presenter Joel Dommett and his sidekick, Eric Lampaert. Since then, several instalments have ensued: the Londonist helped co-produce a reader-submitted concept; fashion blogger Caroline Burke of Burkatron participated in livening up a weekend crowd with free fashion wares; The Yarn Stormers brought a child-like, but deft touch to a soot-covered tunnel in Brixton; The Jive Aces wanted to give the gift of music to seniors at a residential home and The Craft Guerrillas spread the message of positivity to the commuting public with their hand made gifts. To view all the films go to www.toyotapositive.com.

Now the company turns it over to consumers to submit their own films that can be posted to the Toyota Positive site. The people behind the entries that most reflect the spirit of the campaign will be given a Toyota Prius Plug-In Hybrid for the day to make their own positive ambitions a reality.  All films will then be shared with the world on the Toyota Positive website.

"So many people have participated with their tweets, retweets, following our Facebook page, sharing the videos from the site, that we are somewhat humbled," said Lisa Fielden, Manager, Brand and Digital Marketing, Toyota GB. "Small acts of kindness caught on video go a long way."

Mark Norcutt and Laurence Quinn, Toyota Creative Directors at Saatchi & Saatchi added, "We've shown people some fun and simple ways to spread positivity and brighten someone's day. Now the important bit starts, as we want members of the public to pick up the baton and start spreading some positivity."

The Toyota Prius Plug-in hybrid can run in electric 'EV' mode for up to 15.5 miles, with zero emissions, before switching over to its petrol engine, eliminating range anxiety of pure electric cars. Toyota is the pioneer of hybrid technology and sales of its hybrid vehicles are currently at 5 million worldwide.

About Saatchi & Saatchi

Part of the Publicis Groupe, the 3rd largest communications holding company worldwide, Saatchi & Saatchi's Network clients include Diageo, Emirates, General Mills, Kraft Foods, Lenovo, Mead Johnson, Novartis, Procter & Gamble, T-Mobile, Toyota and Visa Europe.

With 140 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products.

This is a key element in Lovemarks, Saatchi & Saatchi's unique methodology for elevating the status of brands by creating 'loyalty beyond reason' and 'inspirational consumers'.

Saatchi & Saatchi is 'The Lovemarks Company'.