The Toronto-based car sharing service AutoShare has launched its “Keys to Wonderful” project, which puts the work of five Toronto artists on the company’s “reserved parking” signs.
The initiative, developed in collaboration with Temporarily Unpopular Ideas, launched on Saturday and is designed to showcase the city’s beauty and vibrancy, according to the company.
The artists were given blank canvases and asked to bring Toronto to life through visual expression. Members of the public who wished to contribute to the project were welcome to design their own signs at a launch event. The project’s artists will vote on a winning user-made sign, which will then be posted somewhere in the city.
“Keys to Wonderful” will hopefully raise awareness of car sharing and AutoShare in particular, said Kevin McLaughlin, president and founder of the Toronto-based car sharing company.
“People moving into the city in condos, the price of gas and general economic conditions are all driving people to reconsider their relationship with their cars,” he said.
AutoShare will track the success of the campaign through promotional codes on its website and print material, along with social media activity.
