Toyota has created a pop-up print insert for the Camry that's somewhat unusual -- it's handcrafted to resemble the dashboard of the car. What's more, you can actually get the leather smell of the car from the ad, and it will monitor your heartrate too.
Saatchi & Saatchi creatives worked on creating the insert over eight months along with dimensional print marketing firm Structural Graphics. The first step was to take the image of the Camry interior and print it on many separate pages. Structural Graphics then assembled the gatefold in a layered, 3D effect, including the wiring and batteries (see the film here on how it was done).
Readers put their thumbs on the door handle sensor tabs to open the insert, which went to 50,000 subscribers to InStyle magazine in the March issue. The sensors activate a heart rate monitor that registers the user's pulse and an LCD monitor lights up and allows users to see and hear their heartbeat. the leather scent is activated when the ad is opened up.