START YOUR IMPOSSIBLE: THE DUAL HEROES

TitleSTART YOUR IMPOSSIBLE: THE DUAL HEROES
BrandTOYOTA MOTOR ASIA PACIFIC
Product / ServiceTOKYO 2020 OLYMPIC / PARALYMPIC GAMES
CategoryA05. Use of Original Composition
EntrantTOYOTA MOTOR ASIA PACIFIC Singapore, SINGAPORE
Idea Creation ADK Singapore, SINGAPORE
Production ACADEMY FILMS London, UNITED KINGDOM

Credits

Name Company Position
Chris Gurney ADK Singapore Executive Creative Director
Chris Gurney ADK Singapore Executive Creative Director
Greg Rawson Greg Rawson Creative Director
Sasha Rainbow Sasha Rainbow Director
Tom Cartwright Academy Films Executive Producer
Alex Jamin Alex Jamin Director Of Photography
Shantanu Dasgupta ADK Singapore Regional Planning Director
Joshua Okada ADK Singapore Business Director
Mi Kyung Kim Mi Kyung Kim Agency Producer
David Higgs Electric Theatre Collective London Editor
James William Blades JWB Music Artist
Jonny Platt Wave Studios Sound Design Arrangement
Takeshi Takada ALT VFX Executive Producer
Hui Chong Yong ADK Singapore Planner

Why is this work relevant for for Music?

The music had to transcend the many different cultures, sports and stories featured in the film, while reinforcing the film’s “Overcoming The Impossible” message.

Background

Toyota approached us with the task of leveraging and building on the brand’s global Oly-Para philosophy of ‘Start your Impossible’ in the APAC. Challenges: Toyota is being stereotyped as a safe but boring brand. Lack of Olympic / Paralympic interest in Asia. Objectives: Drive awareness of the brand’s association with the Olympic-Paralympics Involve future market, the Asian millennials. Strengthen ‘brand liking’ across all APAC and make Toyota exciting, sporty, youthful and socially responsible.

Describe the creative idea

The creative solution - use the Olympic and Paralympic Games as vehicles by which to start conversations and drive change in communities across all social and socio-economic levels. Not as a temporary measure, but one which will transform the lives of people and their communities in Asia for the long term. The campaign’s objective - bring people together, and with the support of Toyota, create actual and positive change through locally activated “Hero Projects”, championed by local Athletes.

Describe the strategy

Our driving insight for the way forward came from the inspiring story of a young Indian female athlete, Sakshi Malik, who managed to win a bronze medal in her weightlifting category in the Rio Games in 2016. While it may not have been the most impressive sporting feat in context of the games, it gave birth to an incredible movement back in her home country which went way beyond a sporting achievement. It catalyzed REAL SOCIAL CHANGE. The powerful insight about Heroes that we wanted to tap into.

Describe the execution

Date of release: September 13, 2018 Launch Event: Was held at Infinite Studios in Singapore with Members of the Oly/Para Committee, Press/Media and Government Sporting body officials. https://newsroom.toyota.co.jp/en/corporate/24550807.html The Campaign for Asia launched with the introduction of the Dual Heroes, with 2 key athletes appearing live on stage. Campaign assets launched via campaign website and Toyota Asia YouTube channel. https://startyourimpossible.asia/en/pages/home.html The initiative was not just customer conversions but involving the community to rally behind the brand’s purpose and actions, especially the youth, who seem to have the potential to lapse out of the brand. The key psychographic marker for our audience was members of communities who are willing to challenge the status quo.

Describe the outcome

Our campaign is being activated across multiple Asian countries. Each country is represented by one or more of the athletes featured in the film. Each story within the film focuses on a specific social or cultural issue that the athletes are striving to embrace and change. Every athlete champions positive change, which is brought about by activating the larger community in each country. The campaign’s objective was to bring people together, and with the support of Toyota, create actual and positive change through “change for good” programs. We use the Olympic Games and Paralympics as vehicles by which

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