Building on the success of its “Good Odds” spots released during the Super Bowl, in which it highlighted the real-life story of Canadian Para-alpine skier Lauren Woolstencroft, auto giant Toyota has released a new ad campaign “Start Your Impossible” for the Olympic and Paralympic Winter Games PyeongChang 2018.
“Start Your Impossible” shares Toyota’s evolution by highlighting real-life mobility stories of Olympic and Paralympic athletes, as well as everyday athletes, who demonstrate the values of humility, hard work and never giving up. The campaign marks Toyota’s long-term commitment to support the creation of a more inclusive and sustainable society in which everyone can challenge their impossible through stories of determination as well as through Toyota technologies.
The two creative pillars of the multi-platform global campaign include “inspiration,” which celebrates the human spirit, and product “evidence,” showcasing Toyota’s ideas for innovations that can help people move freely.
“’Start Your Impossible’ is a global corporate initiative that aims to inspire Toyota employees, partners and customers, and connect them with the company’s core beliefs,” added Noriaki Yamashita, General Manager of Sales & Marketing Support Division at Toyota.
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“Start Your Impossible” was created in partnership with Saatchi & Saatchi and Dentsu. The company’s first-ever global marketing campaign was created in honor of Toyota’s shift to a mobility company and its eight-year worldwide partnership with the International Olympic and Paralympic Committees. The campaign will run in 27 countries throughout the Olympic and Paralympic Winter Games PyeongChang 2018.