Toyota Ideas for Good

Toyota Motor Sales (TMS), U.S.A. is rolling out “Ideas for Good”, a new brand campaign centred on the connection between its innovative automotive technology and benefits to society in the non-automotive space. Members of the public are inspired by the advertising campaign to find new, non-automotive applications for five distinct Toyota technologies to ultimately benefit society. The campaign utilizes broadcast, print and online mediums to showcase five Toyota technologies: Total HUman Model for Safety (THUMS), Hybrid Synergy DriveĀ® (HSD), Solar Powered Ventilation System, Touch Tracer Display, and Advanced Parking Guidance System (APGS). The public can learn about Toyota’s technologies and how to share their ideas at, with ideas submitted before February 28, 2011 to be evaluated by independent judges. Winners of the challenge have the opportunity to bring their ideas to life by participating in a design session.

Toyota Ideas for Good site

Click on the image below to play the Challenge video.

To help inspire viewers’ imaginations, the first of three TV commercials features a real world application of THUMS technology used by Wake Forest University Baptist Medical Center. The two future commercials will show how Toyota’s Hybrid Synergy Drive and Solar Powered Ventilation System technologies could be repurposed to benefit the community and encourage participation in the “Ideas for Good” challenge.

Wake Forest University Baptist Medical Center in Winston-Salem, N.C., is using Toyota’s Total HUman Model for Safety (THUMS) software to study head injuries sustained by football players. THUMS, originally developed to simulate vehicle crash-related injuries, was shared with Wake Forest to allow researchers to model head injuries and study how hits on the football field can affect athletes. Wake Forest researchers hope the THUMS software will help find ways to prevent and treat head injuries, and create even safer football helmets. Recent concern with football-related head injuries has further emphasized the importance of their study. Click on the image below to play the Football video.

When Yellowstone National Park set out to build a new visitor education center, the vision of the design team was to meet the U.S. Green Building Council’s (USGBC) environmentally responsible Silver Leadership in Energy and Environmental Design (LEED) certification standards. Toyota encouraged the park to set its goal higher after hosting a tour of the Gold LEED campus headquarters in Torrance, Calif. Toyota shared its environmental-building insights and technology with the park’s architects. Toyota also donated $1 million to the Yellowstone Park Foundation, completing the $15 million of private funding needed to start the construction. In August, Yellowstone exceeded the Silver goal, achieving a Gold LEED certification by the USGBC. Come back later for the video.

Toyota Ideas for Good site


The Ideas for Good campaign was developed at Saatchi & Saatchi LA, Los Angeles.