Toyota's Cannes Gold Medal Case Study
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EnglishVoice Age
Middle Aged (35-54)Accents
North American (General)Transcript
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Toyota, Toyota, Toyota Toyota Toyota, Toyota's number one automaker in a massive historic shift for Toyota Way, had to announce the brand's evolution from an automotive company toe a mobility company because Toyota believes movement is a human right. Our challenge bring equality to movement because when we're all free to move, anything is possible. This was Toyota's first ever global campaign, and there was no greater platform to announce this, then the biggest celebration of human movement in the world. The equality started by becoming the first partner to join the Olympic and Paralympic logos through the games. We told universal stories that aligned our values as a company with those of exceptional and everyday athletes of how they use movement to defy the odds, overcome their impossible and inspire others with hope. One of our films and its subsequent Siri's of many documentaries captured the power of movement in the lives of 100 different people, ages 1 to 100 from all walks of life. We created the first instagram of its kind, allowing followers to see through the eyes of a legally blind paralympian on her inspirational journey for gold. This is a simulation of what Fitzpatrick sees. We highlighted the groundbreaking technology that Toyota is developing innovations that help people move more freely. All of this drove to the world's most accessible website with tools to aid those with visual hearing in cognitive impairments. It was the most influential campaign in the brand's 81 year history. Toyota AD It was the first photo ad ever that doesn't actually feature a car truck. The power of our campaign and stories even influenced NBC, the official broadcaster of the event in the U. S. To double their coverage of the Paralympic Games. Toyota brought equality to movement, proving that when we're free to move, anything is possible.