TOYOTA | Start your impossible
Toyota’s latest global campaign named “Start your impossible”, consisted by many different but equally emotional stories, provides an encouraging and challenging feeling and it also promotes the Olympic and Paralympic spirit.
After its shift to a mobility company and providing honour to its eight-year old partnership with the International Olympic and Paralympic Committees, Toyota launched “Start your Impossible” campaign at the beginning of the Olympic and Paralympic Winter Games that took place in PyeongChang, in February 2018.
The real-life mobility stories of Olympic, Paralympic and everyday athletes are the center of this exceptional campaign. Values such as humility and never giving up are demonstrated and are also harmoniously combined with Toyota’s commitment; the creation of a more inclusive and sustainable society through Toyota technologies.
This campaign focuses on “inspiration” by celebrating the human spirit and strength and product “evidence” by showcasing Toyota’s innovative ideas that can ease mobility problems that many face daily.
“Start your Impossible” includes :
“Frozen”
Taking on an occasion some iconic Olympic and Paralympic moments, “Frozen” leads the conversation on global warming and the impact it may have on the heroes of such events.
“Thin Ice”
American Olympic figure skater and medalist, Ashley Wagner is the protagonist of this video. In her story we can see her dancing and floating across like she’s dancing for the last time. In this way, we can easily understand that wherever human spirit is powerful and the will for life is irresistible, in case of obstacles appearing, an individual can face them no matter what.
“Lanes of Life”
Eva Samková (Czech Republic), Lindsey Jacobellis, (USA), Belle Brockhoff (Australia), Chloé Trespeuch (France), Carle Brenneman(Canada), and Isabel Clark Ribeiro (Brazil) are the main protagonists and we can see them celebrating life’s journey.
“Dreams”
Based on athlete life, even the smallest mistake could be fatal to his career and detrimental to his dreams. Toyota’s Guardian Technology is here for road coaching in order to avoid such thing happening on the road.
“Magic”
Toyota is here for every one; no matter the age or its abilities and disabilites. This is something we can see here, as Toyota’s Human Support Robot helps a bedridden young boy satisfy even its smallest needs.
“Runner”
Vasu Joshi Jay DeMerit, retired soccer player for Vancouver Whitecaps FC, showcases his personal “drama” as we see himself a few days after the addendum of his bionic leg. He eventually outruns fear, pain and doubt and imagines himself running miles. His powerfulness led him taking the most important step of his life.
“Good Odds”
Real-life story of the Canadian Para alpine skier Lauren Woolstencroft is the center of this video. She overcame tremendous odds but she bacame one of the most incredible Paralympic medalists. Her emotional story doesn’t fail to move everyone to endure their personal struggles because something good may be on the corner.
Overall, Toyota aimed to pass the message that ‘mobility’ goes well beyond cars and that movement is a human right. The campaign not only inspired Toyota Olympic fans, employees, partners and customers, but also connected them with the company’s core beliefs.
Toyota is no longer just a car manufacturing company. It is now evolving to an organization that entreats its vision “freedom to mobility” for everyone. The notion of mobility needs to be turned into a source of inspiration and into a way of improving life quality as well.
Throughout its history, Toyota has made the impossible possible, through innovation and passion. Humanity keeps on changing and Toyota leads the way!
Our team Starketers: Sofia Anastasiou, Nektaria Ignatiou, Marianna Kantli, Marianna Brousti, Martha Tselemegkou.
