Toyota - 'Why not?' campaign

Toyota has just launched a microsite to support it's "Why Not?" advertising campaign. The slick 3D interface asks users to contribute environmental innovations in six areas - safety, water, land, air, community and energy - and at the same time learn about Toyota's efforts in these areas.

"The goal in creating this 'virtual world' was to open a dialogue between Toyota and people across the country - while making it fun to use at the same time," said Mike Wilson, chief creative officer, Dentsu America (global creative agency). "Over time, the suggestions of users will 'grow' the landscape of the site."

Having a look through some of the ideas already submitted, shows how much time and effort people are willing to invest in ideas around sustainability and innovation. There's propositions that take 5 minutes to read while others are so short and obvious that you find yourself asking why they haven't been done already.

To reward people's efforts, Toyota has put up a week-long VIP tour of Toyota's plant in Kentucky and the opportunity to meet with top innovators in New York City as a prize.