Toyota Motor Asia has launched the latest phase of its global corporate initiative, “Start Your Impossible,” highlighting the journeys of 11 Global Team Toyota Athletes (GTTA) from Asia. Nine of these athletes will compete in the upcoming Paris Games, representing a diverse array of sports, including athletics, para-swimming, para-powerlifting, table tennis, and more.
The campaign, created in collaboration with Dentsu Creative Singapore, is themed “Our People are Our Strength.” It emphasizes the critical role of the community in shaping these athletes into “Dual Heroes” – individuals who excel in their sports and drive positive social change.
The launch features a series of three films introducing the athletes and showcasing how their communities have supported their journeys and growth.
Conceptualized by Dentsu Creative and directed by director Nicolas Lam with productions partners Directors Think Tank, these films authentically capture the origin stories of the 11 Team Toyota Asia Athletes.
With the Games just under 30 days away, the latest campaign features a series of 11 short films, each 15 seconds long, dedicated to the Dual Heroes. These films spotlight each Team Toyota Asia Athlete as champions of both sport and social good.
The campaign will run across 17 markets in the region, aiming to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.
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.”
