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  • THUMS (Total Human Model for Safety) is simulation software, which represents actual humans in detail, including the outer shape, but also bones, muscles, ligaments, tendons, and internal organs. Therefore, THUMS can be used in automotive crash simulations to identify safety problems and find their solutions. The technology then helps Toyota build safer cars across the entire range.
    The aim of the campaign was to highlight the notion of 'human fragility'. This was brought to life through a glass body. The model itself, along with the internal organs were created by a team of three glassblowers. Using their remarkable skills, they created all the major organs including, the heart, kidneys, lungs and oesophagus.
    The commercial launched as a 60 second commercial and appeared as 45s and 30s. The idea was also extended to outdoor and digital.
     
    'Glass Organ' won 6 awards at Australian Writers & Art Directors awards, Australia's most prestigious advertising awards. Categories: Direction, Cinematography,  Editing, Music, 60 second TVC, 30 sec TVCs
     
    Credits:

    Advertising Agency: Saatchi & Saatchi, Sydney, Australia
    Creative Director: Steve Jackson
    Copywriter: Yanni Pounartzis
    Art Director: Adam Whitehead, Simon Cox
    Production Company: The Sweet Shop
    Director: Noah Marshall
    Producer: Tony Whyman
    Director of Photography: Ian McCarroll
    Production Designer: Igor Nay
    Editor: Tim Mauger
    Composer: Michael Yezerski
    Sound Design: Anthony Aston
  • Toyota THUM (Total Human Model for Safety) Glass organs iPad app
    Creative magazine’s The Annual, best of 2011.
     
  • The THUM’s (total human model for safety) iPad ad, via SMH and the Age, allowed users to witness the damage to the internal organs by tapping their iPad. The harder they tapped, the more damage they would cause. The aim was to show the fragility of the human body and drove consumers to the safety message therein.