Montreal’s [Blueblancrouge](http://www.bleublancrouge.ca/) has created an excellent campaign for Toyota’s budget vehicle, the Yaris. The hook: Yaris owners are clever for choosing to drive a Yaris, but they’re even cleverer for choosing when not to drive a Yaris. It’s a smart message that reinforces good decision making as the single biggest factor when it comes to improving the environment. In effect, the campaign pitches the Yaris as a green vehicle (which it isn’t) by reminding us that our vehicles are as green as our usage makes them.