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Marketing and Comms
Toyota Tackles Climate Change, Inclusivity in ‘Start Your Impossible’ Campaign

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.


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