Toyota Global + Paralympics

Toyota's first-ever global campaign aimed not only to celebrate Toyota’s sponsorship of the Olympic Games but also to reposition Toyota from being perceived as a 'car company' to being seen as a 'human mobility company'. To achieve this, we created the "Start Your Impossible" creative platform, an integrated campaign with impactful 360 executions, including a Super Bowl commercial.

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Toyota Global + Paralympics


Start Your Impossible


Toyota asked Saatchi & Saatchi to create the car brands first ever global campaign. The goal was not just to celebrate Toyota’s sponsorship of the Olympic Games but to also reposition the company, not as a car company, but as a mobility company.

We took the challenge and a full 360 campaign that generated 18.5 billion media impressions globally. The campaign also took home over 100 awards and recognitions.