Toyota is the global mobility partner of the Tokyo Olympics and Paralympics, which has included its being involved in refining the equipment the Australian para-athletes use. This is part of the brand’s Mobility For All philosophy.
Saatchi & Saatchi Australia has created a campaign to highlight all of this in advance of the 2020 Tokyo Olympic Games, led by a high-intensity 75-minute film called Breaking Point, featuring Paralympian, Ryley Batt. The hero film focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, while also demonstrating how Toyota’s Product Planning & Development (PP&D) team worked with Ryley to re-engineer elements of his wheelchair to ensure he can perform at his best.
The full campaign includes a collection of long- and short-form films directed by Good Oil’s Adam Gunser.
John Pappas, Toyota Australia chief marketing officer, commented, “As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, our Product Planning & Development (PP&D) team has been working closely with Australian para-athletes over the past few years to help refine and improve their equipment.
“The journey has been an incredible partnership so far, and with Ryley, we were able to find a number of new ways to continuously improve his equipment and ultimately get to a place where instead of feeling restricted by the fit, his equipment feels like a more natural extension to his in-game performance.”
Mike Spirkovski, Saatchi & Saatchi Australia chief creative officer, stated, “It’s incredible to witness what these athletes go through in a game; how hard they play and push themselves, and the force they inflict on their equipment. Their wheelchairs take an absolute battering, which our director Adam Gunser has brought to life in a very real and powerful visual story. It proves just how unstoppable these athletes really are.”
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinators: Michelle Gulia & Suhailah Davies
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Copywriter: Mac Wright
Art Directors: Anna Fullerton & Celeste Watson
Head of Design: Matt Alpass
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategy Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Senior Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif
Production Company: Good Oil
Director: Adam Gunser
Executive Producers: Juliet Bishop & Simon Thomas
Producers: Tracey-Lee Permall & Simon Thomas
Post Production: Blockhead NZ
Sound House: Bang Bang Studios
Photographer: Ben Clements
Photographer: Michael Corridore @ Photoplay
Producer: Ross Colebatch
