In 2004, Toyota was looking for an exceptional media platform for the European launch of their exceptional new car, the Prius, the award winning environmentally friendly hybrid car model.

Magic Monkey found a highly visible location in downtown Brussels and created a 1700 m² video display, transparent to the occupants of the building and visible from kilometers away.

The inauguration party for the launch of the monumental Ad campaign was held on a rooftop terrace 2 Kilometers from the building with the City’s mayor present and the talented Bai Kamara Jr. performing live with very large video images synchronized in the background.

After the eventful party, the Ad campaign ran for 1 month and consumed as little as 20 coffee machines!! Big impact, low consumption!