The context
Toyota launched the #StartYourImpossible global campaign in 2018 in an effort to challenge behaviours on the road. The goal was to inspire audiences by leveraging successful athletes’ values of humility, hard work and never giving up. The campaign also marked Toyota’s long-term commitment to support the creation of a more inclusive and sustainable society in which everyone can challenge their impossible through stories of determination as well as through Toyota technologies.
The challenge
We were tasked to get drivers in Singapore to be more aware of their behaviour on the road and educate them about road safety in a way that would resonate with them.
The human truth
The truth is that we’re more likely to change our behaviour if we’re inspired by someone we admire, rather than by a brand telling us to. Why? Because brands are generally perceived as to have an ulterior commercial motive.
The idea
The idea was to inspire people to improve their behaviour on the road through the success story of a Singaporean icon. We turned Joseph’s Schooling path to winning an Olympic gold medal into the right example to follow.
The execution
We focused on the importance of every second and of having the right values, both in the pool and on the road. We wanted to portray these as the key factors that determine whether we win or lose it all.
Through a hero video, we told the main story, from beginning to end. We drew a parallel between training and values in the pool, which have guided Joseph Schooling to success, and actions and values on the road. These include staying focused, staying disciplined or preparing for the journey.
We created bite-sized vertical videos that helped expand the reach of the campaign and communicate specific messages through retargeting.