Toyota is looking build anticipation for the upcoming 2024 Paris Olympic and Paralympic games with a new integrated campaign that celebrates the support Olympic athletes receive from their local communities.
‘Start Your Impossible’ will showcase the power that these communities can have in helping athletes elevate their performances to the highest level, emphasizing the Japanese brand’s belief that ‘no journey is taken alone’.
Centred around a series of six heartwarming spots, the works feature a global selection of Olympic and Paralympic athletes being uplifted and celebrated by their local communities.
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Featured within the campaign are the USA’s Gabby Thomas, Peru’s Gladys Tejeda, France’s Vincent Milou, Spain’s Eva Moral, Britain’s Jonnie Peacock and New Zealand’s David Liti.
Developed in partnership with Saatchi & Saatchi (Los Angeles and Dallas) as well as Dentsu ( Tokyo), the creative looks to act as a fitting Olympic send-off for participating athletes.
The hero films will be additionally supported by a series of executions running across TV, online video, social media, out-of-home and programmatic advertising.
