Toyota : Global Olympic & Paralympic Games
sharing Toyota’s spirit with the world
CONTEXT: Toyota first launched Start Your Impossible as a global rallying cry in 2018, and while the campaign had won countless awards, for the fourth sponsored Games (and the first in person Summer Games in 8 years), we wanted to create more joyful work that is inextricably linked to the brand.
CHALLENGE: Toyota is everywhere, all over the world. And while admired as practical and dependable, people aren't familiar with its spirit. More people needed to connect emotionally to the brand - seeing Toyota as the caring, joyful and human company it actually is.
INSIGHT: Any country you visit you’re bound to see a Toyota you’ve never seen before. The reason for this is rooted in respect. Toyota operates in a hyper local way, inspired by these communities to create products that suit people’s needs best. Whether big cities, small villages or somewhere in between, Toyota is there for every journey and celebrates the greatness found in individual places all over the world.
CREATIVE: But coming from a behemoth of a company, how do you communicate this spirit without it seeming like total corporate B.S.? You personify Toyota’s belief in the power of local communities with the stories of the 250+ Global Team Toyota Athletes … from every corner of the planet. Behind every Olympian and Paralympian there are many who have helped them to get to the Games — an entire community of family, coaches, friends and more. In our 2024 campaign, we celebrate all the people who supported our athletes on their impossible journeys to Paris.
