When Toyota and Saatchi & Saatchi wanted something that’s never been done, they turned to us.

The request was for something that has “never been done before.” With an LCD heart monitor and two completely independent electronic units in one magazine unit, this spectacular insert for the Toyota Camry certainly met the criteria.

This Camry Pop-Up Experience combines multiple sensory touch points including a physical interaction with door handles, illuminating LED lights, and visuals that appear on a LCD screen. When consumers place their thumbs on the door handles, they see the heart icon, then their pulse line, followed by an audible “beep” interacting with the pulse imagery. A leather scent was also added to create a literal sight, sound, touch, and smell interactive experience.

Incorporating movement, interaction and technology, this first-of-its-kind Camry insert is the latest re-invention of what print can be.

Click here to see this ground-breaking project featured in PaperSpecs' latest Inspiration Video!