In Greece, recorded incidents of domestic violence last year increased by 86%. At the same time, NGO’s addressing gender-based violence are facing funding cuts worldwide, following major reductions in USAID support. Toyota Hellas chose to become an “escape vehicle” by financially supporting DIOTIMA, an NGO that provides free legal and psychological support to women survivors. To announce Toyota’s initiative, we created a film that captures the moment a woman leaves her abuser, driving away... in a Ford car! Because for Toyota, it doesn’t matter what car you drive, as long as you drive away. The film was directed in such a way, so that the competitor brand would really stand out. We wanted audiences watching the film, unaware of the idea, to pause and wonder: ‘Wait, what? Why am I seeing a Ford badge on the trunk of that car? Why doesn’t the camera follow the woman into it? Is this actually a Ford ad?’ Only with that moment of confusion and surprise does the final line pay off: ‘It doesn’t matter what car you drive, as long as you drive away.’ That’s how strongly Toyota believes in the cause — wanting only to serve metaphorically as an escape vehicle by supporting DIOTIMA’s work. The campaign went viral in Greece, sparking a nationwide conversation and widespread organic sharing from people, brands, celebrities, and even other advertising agencies, amassing 4.2 million organic views in a country of 8 million internet users. It was subsequently picked up by mainstream & industry media around the world, becoming a global example of how creativity can drive meaningful social impact.