Toyota Motor Asia talks of 'starting the impossible' at Paris Olympics
The campaign for the regional Olympics and Paralympics has been curated by dentsu creative, Singapore
Toyota Motor Asia has partnered with Dentsu Creative Singapore to unveil the latest phase of their global corporate initiative, “Start Your Impossible”, celebrating the journey of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia.
With 9 of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia Athletes represent a diverse range of sports including athletics, para swimming, para powerlifting, table tennis and more.
The campaign, themed “Our People are Our Strength”, underscores the pivotal role of community in shaping these athletes into "Dual Heroes" – individuals who not only excel in their sports but also drive positive social change.
The campaign has been launched with a series of three films introducing the athletes and showcasing how their communities have supported their journey and growth.
Conceptualized by Dentsu Creative, these films beautifully and authentically capture the origin stories of the 11 Team Toyota Asia Athletes.
The campaign will run across 17 markets in the region.
Kenix Loh, Deputy General Manager, Toyota Motor Asia said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best at the biggest global sporting platform. Team Toyota members will be cheering for them.”
Prema Techinamurthi, Managing Director, Dentsu Creative Singapore added, “We are honoured to be a part of the Start Your Impossible programme, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”
Stan Lim, Chief Creative Officer, Dentsu Creative Singapore commented, “We've been privileged to witness the GTTA's inspiring journey firsthand. These are important stories to tell and we hope the films will inspire viewers to start their own impossible.”
