Overview: Awarded the project to conceptualise and design
Role in Project: Concept, Layout & Design
Toyota Anti-Counterfeit Parts Campaign 2020
As part of its annual anti-counterfeit parts campaign, I work with Toyota to create four conceptual posters with distinct themes. These posters are displayed in car workshops and official car dealers’ offices in countries such as Singapore, Malaysia, India, and Pakistan, among others.
The posters were to be envisioned into 4 themes:
Safety/Danger: Using fake parts may cost your life and others
The concept revolved around the notion of “your car is not a toy”, emphasizing the importance of avoiding counterfeit parts. The car was constructed using toy car parts, including a clay bumper and toy wheels. The young girl symbolizes the family and highlights that safety should never be taken for granted.
Quality/Durability: Genuine parts extends your vehicle’s lifespan
The poster employed a before-and-after approach to illustrate the benefits of using genuine parts. The story of a father and son emphasized the idea that if genuine parts are used, the car will have a longer lifespan. As the father grows older, he passes down the keys to the same car he has owned for many years to his adult son.
Value: Love your family, say ‘No’ to counterfeit parts
The poster emphasized the drawbacks of using fake parts by showcasing the contrast between two scenarios. The scene on the left portrayed a frustrated family stranded on the road, ruining their vacation due to the use of fake parts. On the right, the same family is depicted happily enjoying their vacation because they used genuine parts. This poster emphasizes the importance of using genuine parts to avoid problems and breakdowns.
Illegal/Crime: Do not support crime
This poster took a straightforward approach in delivering the message that cheaper alternatives and counterfeit parts are deceptive traps. If consumers are lured by their lower cost, they will eventually fall into these traps. The poster’s aim is to warn consumers about the dangers of using fake parts and to promote the use of genuine parts.
