In an era when being green is corporate policy, few companies live up to the claim like Toyota. Their core philosophy just happens to revolve around “Kaizen”, which simply means, continuous improvement. To create awareness of the Toyota Way and Toyota's commitment to the environment, Dentsu developed the "Why Not?" platform. Part thought-starter, part call-to-action, the campaign communicated in a very organic way that for Toyota and its employees, progress is always possible.
The advertising encouraged consumers to expect more from "big business". It asked the questions that Toyota challenges itself with every day: "Can a car company grow in harmony with the environment? Why Not?"
At the heart of the campaign was a television spot, appropriately named "Harmony," featuring time-lapse imagery of a Prius being built out of sticks and leaves and then disintegrating back into the earth. The commercial poignantly demonstrated Toyota's goal of, someday, having zero impact on the environment.
