/>The new Toyota Yaris boasts many nifty featuresthe most notable being a bonafide personality. "The car is mischievous," smiles copywriter Conan Wang of Saatchi & Saatchi/Los Angeles, the agency behind a multi-pronged campaign that touts Yaris as the vehicle of choice for hip, young drivers on a budget. "Toyota wanted something youthful, something that reflected pop culture. They wanted to talk about the product features, but also the attitude of the vehicle." To fully convey that mischievous attitude (along with other useful traits like sleek design, affordability, fuel economy and MP3 compatibility), Saatchi recruited the acclaimed London-based digital animation shop Tokyo Plastic to craft TV spots, viral clips and mobisodes, as well as L.A.-based interactive design firm Hello Design and production company Harvest Films to create a web-based digital city guide.