3e60events has created an innovative concept for branding Toyota dealers' offices in Saudi Arabia. The original idea of customising the fountain in front of the main entrance at the Jeddah site with a giant #BEGIN sign, the exclusive hallmark of the new marketing campaign of the Japanese company in Saudi. Production involved a large team of fitters, both for the creation and for transport and setup. The giant writing pleasantly surprised the more than 1000 employees at the Jeddah site by creating an iconic feature opposite the entrance.