2021. Toyota
Many sporting campaigns focus on the individual—an homage to the solo act. To support Team Toyota USA during the Tokyo Summer Olympic and Paralympic Games, we wanted to celebrate the friends, families and fans who comprise the many links in each athlete’s chain of greatness. Very much rooted in the time—of uncertainty, isolation and reunion—the campaign leveraged existing footage and archive shots as well as new hometown footage to highlight the importance of a strong support system. We launched with a nationally televised inspirational anthem followed by social content that ran for three months prior to and during the games.
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