An initial four-month campaign will see an array of musicians from all over the world compete for public votes online. The winners will come together to form a six-piece street band consisting of vocals, guitar and bass, drums, keys, brass and woodwind and ‘miscellaneous’ performers.
The resulting band will go on a week-long tour of New Zealand and end their tenure with a performance at Queenstown’s Winter Festival. A further six members of the public will also win the chance to join the band throughout the tour.
UK agency Full Fat has been appointed to deliver the UK PR around the initiative and will work with New Zealand-based creative agency Media Blanco to deliver to campaign.
Dan Walsh, managing director of Full Fat, said: "We’re absolutely thrilled to be able to add a global brand as prestigious as Toyota to our already diverse roster. The Feeling The Street concept is a superb example of how a brand can take its core values and activate it within a culture environment."
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