Toyota has been working intensely on the dissemination of the technology present in the Prius, the most successful hybrid car in automotive history, equipped with two motors, an electric one and a fuel powered one. To demonstrate this technology in a quick and interactive manner, Dentsu has innovated and launched an unprecedented action in Brazil: the “Prius Challenge”. The project brings a toy car race on an electric track, moved only by the energy generated by cerebral waves.