Interesting Font Design

When I first read the abstract about this font design I thought, ok...its not April 1.
I'm not browsing 'The Onion' and it cant be a nigerian 'font scam'...so I had to take a look.

WOW...how incredibly interesting - I can't say I consider the font to be of aesthetic brilliance but the overall campaign strategy, techniques and end result are outstanding.

Well done Happiness-Brussels (the agency) and well done Toyota Europe for living with a really bold strategy.
Will the target market buy this car? I have no idea (I do like short wheel-base cars - just not this one!)
Will the campaign be seen as a success by the client? I would hope so.

I would love to see this expanded. How about every Toyota model having its own signature font...or could you take this into a more grandiose scale and have a set of these cars 'writing' sentences around a city or a square.

Anyway, my interests are the techniques used and the overall strategy...the car, sadly, is lacking!

Full Video Here.