As part of their ‘Positive Power’ campaign, the car company partnered with Knit the City to cover Brixton in wool.
Urban knitting duo Knit the City (a.k.a. The Fastener and Deadly Knitshade) stiched a collection of street art to transform Brixton in London for Toyota’s ‘Positive Power‘ campaign by Saatchi & Saatchi.
The campaign aims to bring positivity to everyday life, and the yarn bombings are colorful and cheerful, bringing flowers, sunshine, and animals crafted from wool to the streets.
This project was the first in a series and Toyota is supplying Prius Plug-in Hybrid vehicles to support a range of activities. The vehicle transported 114 meters, 150 balls of yarn and 33, 700 rows of knitting to the site to form part of the installation. The Fastener said:
When Toyota approached us, we were impressed that they wanted to use the environmentally-friendly message of the Prius Plug-In Hybrid to brighten up London, and wanted to imbibe a similar message through our knitting needles.
Click through to see some images of the event: