TOYOTA
Global Olympics
Toyota believes in providing local solutions to create global opportunities. That’s why they sell the car you need and not the one you want. And that’s also why they sponsor 300 athletes. But despite these efforts, the question remained: How do we give Toyota a legitimate role at the Games? The answer: by not making a car campaign but one that celebrates PLACE instead.
PLACE MAKES POSSIBILITY
Where you come from matters as much as where you're going. Greatness happens everywhere, and yet it's your very own town that makes you great in unexpected, extraordinary ways. That place and its community give you the values and support to unlock your superpowers. So that no matter who or where you are, you can Start Your Impossible. This campaign pays homage to athletes around the globe on their way to the Olympic Games.
Agency: SAATCHI & SAATCHI / Role: ACD - concept & execution / Directors: Lance Acord, Ruben Östlund, Bradford Young, Stacy Wall, Tarsem and Martin de Thurah & Kate Hollowell
Our communities make us who we are. And when you have the support of your people behind you, nobody is alone on their impossible journey. Featuring David Liti, Gabby Thomas, Birgit Skarstein and Lisa Gjessing.
Champions are made in communities just like yours. This ad celebrates the teachers, coaches, mentors, family, and friends who saw greatness in their athletes, long before anyone else.
Nikola Karabatic's community helps him stay sharp and ready for whatever is thrown his way. With each catch, Nikola embodies the essence of a true champion destined for Olympic greatness.
From tragedy to triumph, this is the true story of Alise and Sam Willoughby. Through love, perseverance, and the help of their community, they overcame the odds on their way to the 2024 Olympics.
From her first running blade at 12 to the Paralympics at 16, Marissa Papaconstantinou's community in Toronto has been with her every step of the way. Her journey was the inspiration for the following film.
Athletes are made by their communities, so when it came to the out-of-home part of the campaign, on top of celebrating them, we gave them the media space to thank those communities with open letters.
A dedicated site allowed athletes' communities and anyone else to drop messages of support.
As the campaign hopefully made clear, no journey is taken alone, especially when it involves a year of work creating over 100 assets to run across the globe. Since day one, my role consisted of solving the brief to create a platform with a distinct campaign concept; coming up with endless ideas, scripts, and executions; and producing several of them under the supervision of Marc d'Avignon and Mike Costello (GCDs). Along with my partner, Shawna Laken, and me, more talented creatives contributed to the work you see above: Nomi Malik and Nick Finney (ACDs), Krystal Rountree, Rachel Cerchiari, Laura Black, and Germany Lancaster.