An early May social campaign from Olympic and Paralympic partner Toyota has launched a new medal-focused execution which, instead of focusing on famous athletes, switches attention and support to key workers on the frontline fighting the pandemic.
Despite the fact that the Olympics, Paralympics and global competitions have been postponed around the world, ‘Heroic Medal’ launched across the brand’s social channels in response to the postponement of the 2020 Olympic and Paralympic Games as a thank you message from Toyota and all of Toyota’s employees to these frontline heroes.
Developed with UK agency The&Partnership, this 40-second animation was a social tribute social execution to their instrumental work and pointing out that each and every one of them deserves a medal.
Let's celebrate the front line workers #ThankYou from all of us pic.twitter.com/qbCEEDkGzq
— Toyota Europe (@toyota_europe) April 24, 2020
Directed and produced remotely, the ads launched initially across Toyota’s own social channels and was then supported by print, digital and social executions across Toyota’s European markets.
“Postponing the Olympic and Paralympic Tokyo 2020 games to next summer was a necessary decision in the current challenging times,” said Dario Giustini, Head of Brand Communications at Toyota Motor Europe.
“With this campaign, ‘Heroic Medal’, we want to celebrate the frontline workers across Europe who are fighting the coronavirus and express our big gratitude for their extraordinary dedication and spirit. They are the true heroes of this hour and deserve a special medal.”
“There will be no Olympic medals this year, but there are plenty of frontline heroes out there who deserve a gold one. We felt Toyota, as official Olympic and Paralympic sponsor, had not just the right but the duty to celebrate and award them” added Andre Moreira, Executive Creative Director, The&Partnership.
The campaign was created for Toyota Motor Europe head Of Brand Communications Dario Guistini by a team at The&Partnership which was led by creatives Guus TerBeek, Tayfun Sarier, Dominic Gettins, Dani Asensio and Martin Cox and included Executive Creative Director Andre Moreira, Account Director Stefano Della Schiava , Visualiser Tim Taylor, Manager Peter Kappes and Producer Dominique Strouthos.
The production house was Alumina, with Producers Nikki Clifton, Freddie Nicolson, with Editor Ben White with Vo Artist Daisy May (Just Voices), music by Music Bed and the ad track was ‘Flight’ by Hannah Parrott.
Comment:
One of many ads celebrating frontline workers during the crisis, this lockdown-created, animated copy spot cuts through partly because it took a different approach to the usual blend of found, consumer-created and phone-shot footage of frontline workers blended with elite athletes.
The campaign followed hot-on-the-heels of Toyota’s April/May ‘All Dreams Are Equal’ activation of its new Special Olympics sponsorship (see case study).
Links:
Toyota Motor Europe
https://www.toyota-europe.com/
https://www.youtube.com/user/ToyotaEurope
https://twitter.com/toyota_europe
https://www.instagram.com/toyota
http://www.youtube.com/user/Toyota
The&Partnership
https://theandpartnership.com/gb/
Leave a comment
You must be logged in to post a comment.