START YOUR IMPOSSIBLE

TitleSTART YOUR IMPOSSIBLE
BrandTOYOTA MOTOR CORPORATION
Product / ServiceCORPORATE BRAND
CategoryB01. Sports: Film, Series & Audio
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 SAATCHI & SAATCHI LA, USA
Production REJELL Hamburg, GERMANY
Production 2 ENGINE FILM Tokyo, JAPAN
Production 3 MT. MELVIL Culver City, USA

Credits

Name Company Position
Keiichi Higuchi DENTSU INC. Chief Creative Officer
Jason Schragger Saatchi & Saatchi Chief Creative Officer
Toshihiko Tanabe DENTSU INC. Executive Creative Director
Fabio Costa Saatchi & Saatchi Executive Creative Director
Noriaki Onoe DENTSU INC. Creative Planner
Takuya Fujita DENTSU INC. Creative Planner
Kana Nakako DENTSU INC. Creative Planner
Naoya Kudo DENTSU INC. Creative Planner
Fuminori Koike DENTSU INC. Managing Director
Al Reid Saatchi & Saatchi Managing Director
Keita Kimura DENTSU INC. Group Strategic Planning Director
Evan Ferrari Saatchi & Saatchi Group Strategic Planning Director
Mark Turner Saatchi & Saatchi Group Strategic Planning Director
Emi Uesako DENTSU INC. Account Executive
Asako Yamamoto DENTSU INC. Account Executive
Shimpei Okamoto DENTSU INC. Account Executive
Tsuyoshi Kanekiyo DENTSU INC. Producer
Hiroshi Jingu ENGINE FILM Producer
Kiyoshi Runze Momonga Executive Producer/Creative Supervisor
Alexander Eckert Rejell Executive Producer/Creative Supervisor
Matthias Freier Rejell Executive Producer/Creative Supervisor
Jakob Christiani Rejell Executive Producer
Franziska Meier Rejell Producer
Grace Kawahara Mt.MELVIL Producer
Laurent Barthelemy Freelance Director
Paul Theodoroff Freelance Director of Photography
Ian Rigby Freelance Director of Photography
Tour Vitesse Freelance Director
Roman Linetsky Freelance Director of Photography
Adi Halfin Freelance Director

Why is this work relevant for Entertainment?

It is a campaign that seeks to tell the story of diversity and the value of the freedom of movement through sports in association with TOYOTA’s partnership with the International Olympic Committee and International Paralympic Committee.

Background

TOYOTA is making a transition from an Automobile company to a Mobility company. As a mobility company, it is committed to providing mobility for all humanity regardless of gender, age, nationality, or physical impairment because it believes that "Freedom of movement is a human right" and when people are free to move, anything is possible.

Describe the creative idea

We identified challengers with diverse issues of mobility, and created a documentary series following their journey to overcome these obstacles. These challengers are immobile in different ways. Some have social immobility, and the others have physical immobility. Atita Verghese tells the story of overcoming social immobility, where she is India’s first female pro skateboarder encouraging girls to engage in sports to raise their self-esteem, challenging gender roles in India. Gabriel Cuadra Holmann, a Nicaraguan Paralympian, and Ming Yi Lu & Jiang Li Lu, Chinese teens who aspire to be Paralympic snowboarders, both tell the story of overcoming physical immobility. Together, they celebrate the Freedom of Movement and TOYOTA’s belief that regardless of gender, nationality, age, or physical impairment, when you are free to move, anything is possible.

Describe the strategy

As a mobility company, Toyota believes that "freedom of movement" is a human right. We wanted to convey that TOYOTA is committed to provide mobility for all humanity regardless of gender, age, nationality, or physical impairment because it believes when people are free to move, anything is possible. By telling the stories of humanity’s diverse challenges, ranging from physical immobility to social immobility, and celebrating their will to overcome those challenges, TOYOTA aimed to convey that it is a company that is fully commited to overcoming any obstacle in "human movement", through mobility.

Describe the execution

The film was aired on TOYOTA GLOBAL Official Youtube Channel, Facebook and Instagram as well as the placement on the official campaign site MobilityforAll.com.

Describe the outcome

As part of TOYOTA's Olympic and Paralympic "Start Your Impossible" campaign, the campaign reached 18.5 billion media impression worldwide. The three films reached over 6.3 million views on social media alone. In addition to the global outreach, with partnership with local heroes, it generated conversation locally and in respective sport commuinties, as well as raising the TOYOTA's perception as Mobility company.

Links

Website URL