Prius is the car that brings Toyota one-step closer to the goal of zero emissions across the life cycle of its vehicles and components. The revolutionary Hybrid Synergy Drive is the intelligent combination of an electric motor and a petrol engine delivering powerful performance, outstanding fuel efficiency and exceptional environmental awareness (for more info on HSD, please visit www.hybridsynergydrive.com). Also, with its specially designed shape and streamlined underside, the Prius is an aerodynamic marvel. And yet it remains an highly practical car. The Prius was awarded – amongst other accolades – the title of European Car of the Year 2005.
“Prius Tribes” by Oliviero Toscani
Prius reflects the most advanced values of modern Europe: it’s a car where power meets precision, innovation meets vision and performance meets responsibility. Oliviero Toscani is indeed the natural choice to effectively communicate Prius core values. A highly experienced creative photographer, he can bring a non-conventional fresh perspective and an insightful eye into humanity, acquired outside the traditional automotive industry.
As a first-hand Prius driver, Oliviero knows it inside out. Like us, he believes Prius is an idea whose time has finally come: it is today’s car for future generations, the choice of the most progressive urban tribes. His core creative concept is based on a simple yet powerful consideration: each mean of transport can be associated to a human face reflecting its character. This is why Prius faces have been chosen amongst the most progressive edge of European society. “Dreamers”, “New family”, “Timeless”, “New dada”, “IQ2”: Le Rendez-Vous Toyota is pleased to introduce Prius testimonials.
Oliviero Toscani biography
Oliviero Toscani, son of a photojournalist of the Corriere della Sera, from Milan Italy, studied photography and design at the Hochschule fur Gestaltung in Zurich from 1961 to 1965. He is internationally renowned as the creative force behind some of the worlds most successful magazines and brands, including corporate images and advertising campaigns through the years, for Esprit, Valentino, Chanel, Fiorucci, Prenatal and many more. His work as fashion photographer has appeared in the pages of magazines as Elle, Vogue, GQ, Harper’s Bazaar, Esquire, Stern, etc. From 1982 to 2000, he built United Colours of Benetton into one of the world’s most recognized brands. Toscani’s work has been exhibited at the Biennale of Venice, San Paolo,Triennale of Milan, Losanne, Mexico City, Helsinki, Rome and a couple of dozens other museums around the world. He has won numerous awards, including Lions d’Or at Cannes Festival, the UNESCO Grand Prix, twice the Grand Prix d’Affichage and several Art Directors Club such as New York, Tokyo, Berlin, Milan, etc.
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