TOYOTA — GLASS ORGANS
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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,… Read More
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 — 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. This interactive advert was listed in Creative magazine’s The Annual, best of 2011. Read Less
Published:
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.