What do you get when you combine the cacophony of auto and an Internet DJ? Something like Toyota's new campaign called Gifony (gifony.com) by digital agency 360i.
Forty-five animated GIFs show the process of constructing a car, from assembling the chassis to the staff's morning workout. Clicking each plays the sounds unique to the action. Click enough, and a song comes together.
The result is something that resembles Launchpad, a gadget electronic DJs use to produce live music. It's only natural 360i collaborated with Launchpad maestro DJ SoNevable to create the audio loops.
Users can share unique tunes on social media and even download it as an MP3. A teaser trailer for the project launched April 2.
Campaign credits
Client: Toyota
Agency: 360i
Chief Creative Officer: Pierre Lipton
EVP Client Services: Janique Helson
Creative Director: Doug Lemon
Creative Director: Brian Wiesenthal
Director, Strategy: Rich Reigart
John Line, Account Director
Director, Front End Engineering: Sharda Roodal
Associate Account Director: Jamie Hall
Senior Broadcast Producer: Steven Amato
Art Director: James Pinkerton
Art Director: Emlyn Allen
Art Director: Lance Morales
Copywriter: Luke Ward
Copywriter: Cole Orloff
Copywriter: Evan Dunn
Producer: Ashley Way
Sound Production: Search Party