Toyota Australia has launched a new integrated campaign, Breaking Point, celebrating its work with Paralympian Ryley Batt and showcasing the event’s “Mobility For All” philosophy.
The campaign, which comes as the 2020 Tokyo Olympics edges closer, focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, whilst also demonstrating how Toyota’s product planning and development (PP&D) team worked with Ryley to re-engineer elements of his wheelchair to ensure he can perform at his best.
“As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, our product planning and development (PP&D) team has been working closely with Australian para-athletes over the past few years to help refine and improve their equipment," Toyota Australia chief marketing officer John Pappas says.
“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.”
The campaign was created by Saatchi & Saatchi Australia and showcases Toyota’s mobility for all philosophy.
“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," Saatchi & Saatchi Australia chief creative officer Mike Spirkovski says.
"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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