Toyota Launches 2020 Tokyo Olympics ‘Breaking Point’ Campaign Via Saatchi & Saatchi

Toyota Launches 2020 Tokyo Olympics ‘Breaking Point’ Campaign Via Saatchi & Saatchi
B&T Magazine
Edited by B&T Magazine
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    With the 2020 Tokyo Olympic Games approaching, Toyota Australia has launched ‘Breaking Point’, an integrated campaign celebrating its work with Paralympian Ryley Batt.

    The campaign also showcases the event’s ‘Mobility For All’ philosophy.

    It focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, whilst also demonstrating how Toyota’s Product Planning & Development (PP&D) team worked with Batt to re-engineer elements of his wheelchair to ensure he can perform at his best.

    Created by Saatchi & Saatchi Australia, the campaign is a true realisation of Toyota’s mobility for all philosophy.

    John Pappas, Toyota Australia chief marketing officer, said, “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, said, “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.”

    Good Oil’s Adam Gunser directed the suite of long and short form films that will be aired on multiple screens.

    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 Coordinator: Michelle Gulia
    Senior Brand Communications Coordinator: 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 Director: 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
    Snr. Account Director: Zoe Kypros
    Account Director: Tom Collier
    Account Executive: Elina Nassif

    Production Company: Good Oil
    Director: Adam Gunser
    Executive Producer: Juliet Bishop & Simon Thomas
    Producer: Tracey-Lee Permall & Simon Thomas
    Post Production: Blockhead NZ
    Sound House: Bang Bang Studios
    Photographer: Ben Clements
    Photographer: Michael Corridore @ Photoplay
    Producer: Ross Colebatch

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