The Toyota Mirai only emits water. It’s an achievement worthy of the campaign line, Impossible happens and the inspiring corollary, Start your Impossible. Those lines are illustrated by the accomplishments of five people who have defied their physical limitations to make the impossible happen.

Their stories are told by Independent Films director, Johnny Hardstaff, in a series of short films and a TVC. Lily (UK) uses her wheelchair for extreme “skating”. Aitor (Spain) is a blind surfer. Robert (France) is a 107-year-old cyclist. Rannveig (Norway) still rock climbs after being told she would never walk again. Simona (Italy) is an armless dancer and motivational speaker. Their drops of sweat are used to draw parallels between the impossible they have accomplished and that of the Mirai.

André Moreira, executive creative director, Team Toyota, The&Partnership, commented, “How do you measure impossible? Simple. You measure it in sweat and tears. The drops your body pours when, bit by bit, you try, you fall, you learn, and then you get up and go again. Until one day it happens… a world record is broken, limitations are shattered, a car that emits nothing but water is built. You know, those things people thought were impossible.”

Dario Giustini, head of brand communications at Toyota Europe, added, “Toyota have been leading the way when it comes to Hydrogen technology, as part of the company’s mission to create an emission-free society. To some people, that may seem like an impossible achievement but just like the five incredible heroes within this campaign, Toyota understands that impossible is not something we can achieve overnight.”

The campaign is a European continuation of the Global Olympic and Paralympic Start Your Impossible campaign from 2018. It will run across cinema, video on demand, social and display, with tailored pieces of content delivered in accordance with live audience data.

“There’s a creative bravery to this project. To do these stories justice we felt it was essential to capture these remarkable people free of all artifice. To truly land the emotional weight of these lives, there could be no costume or art department, there could be no storyboards or anything that you would normally find on a shoot – just us recording them doing what they do every day in the purest way possible because their lives are all unique and rich as they are. I hope the results demonstrate how advertising can be incredibly resonant when you create room for emotional truth,” noted Johnny Hardstaff.

Supporting the advertising is an editorial content partnership with international Media partner, Verizon Media, which will help spread Toyota’s impossible stories across is portfolio that includes TechCrunch, Tumblr, Huffpost and Yahoo.