To communicate Toyota’s shift from a car company to a mobility company, we partnered with The Olympic and Paralympic Games. Under the established mantra of “Start Your Impossible”, we wanted to inspire everyday people to put aside whatever is holding them back— fear, insecurities, lack of time— and just take the first step toward their own goals. At the same time, we introduced a fleet of new Toyota prototypes that were built to make mobility accessible to all. Because when you’re free to move, anything is possible.
There’s no bigger time suck than Social Media, so what better place to encourage people to get up and get started? Each :15 Athlete Social Video opened with a provocative question for users.
Then we created fun, loop-able GIFs
And of course, broke into social media with Product Videos showing how our products make the world more accessible for all
And finally, athlete and product Print
Copy: Michelle Marquez
Art: Laurel Lunsford
CD: John Kritch, Nick Cade
ECD: Fabio Costa, Marc d’Avignon