The Unbreakable
The integrated campaign, created by T&P Italy, is the latest chapter of Start Your Impossible, the international communications platform by Toyota which, since 2017, have partnered with the Olympic and Paralympic Games to testify their evolution from car manufacturer to global mobility company. The project will drive the audience through a long journey that will lead to the 2020 Tokyo Olympics.
A digital contest, a TV series, a work of art, a commercial, an award, an event: 120 seconds are not enough to show all #TheUnbreakable means. An incredible journey alongside Toyota Italia, started at the beginning of an unprecedented year towards #Tokyo2020 together with the #ToyotaTeam athletes. #StartYourImpossible
What does it mean to be Unbreakable? Being able to bravely overcome a difficult challenge, physical or moral, only to become stronger than before. Wounds are what make these people unique: hence, their stories are told through the metaphor of kintsugi, the traditional Japanese restoring technique that requires to use gold to repair a broken object, magnifying and glorifying the fractures to make it even more precious.
The first flight of the campaign consists of a series of digital films that tell the stories of seven athletes from the Toyota Team Italy: Gabriele Detti, Ivan Federico, Vanessa Ferrari, Andrea Pusateri, Simona Quadarella, Beatrice "Bebe" Vio and Ivan Zaytsev. Each one discloses how they managed to overcome the hardest moment in their life, sporting or personal. In the end they are gifted with a work of art restored by the kintsugi master Chiara Lorenzetti.
The Doroppu ドロップ
A this stage the metaphorical torch is passed. The seven works of art, in fact, at the end of the campaign will be awarded during a ceremony to a new group of Unbreakables, seven outstanding people selected by Toyota: each has overcome their own limits or society's prejudices in order to make freedom of movement a universal right: from Sofia Corradi, designer of the Erasmus Programme, to Mattia Barbarossa, the youngest founder of a space company in the world.
And to make the Unbreakables’ "Impossible Stories" even more visible, until March 31st the audience will be invited to join an online contest and vote for their favourite one on the campaign website, the-unbreakable.it
The final prize for the lucky winner is a trip to Tokyo to attend the Olympic Games.
The final prize for the lucky winner is a trip to Tokyo to attend the Olympic Games.
The project has been created by The&Partnership Italy, with the collaboration of GroupM ESP.
The production, requiring 17 shooting days in 9 different Italian cities, was by Bedeschi Film,
for the “Toyota Team” stories, and Sator International Group, for the "new Unbreakable” stories.
The first flight will run on digital, display and social, with a TV format airing on Sky Sport channels
to follow in springtime.
Credits
Agency: The&Partnership Italia
Business Director: Paolo Dolcini
Planning Director: Erwin Corio Flores
Executive Creative Director: Andre Moreira
Creative Director: Fabrizio Caperna
Creative Team: Giambattista Menna, Roberto Ottolino
Account Team: Marco Marinucci, Paola Giordo, Flavia Gajo,
Serena Giovinazzo, Elena Ravioli
Digital Project Lead: Fabrizio Nahum
UX Designer: Simone Perriccioli
Talent Management: GroupM ESP
Account Executive: Erminia Carotenuto
Production Company: Bedeschi Film
Director: Giovanni Bedeschi
Director of Photography: Andrea Rainoldi
Executive Producer: Federico Salvi
Producer: Fulvio Biavaschi
Head Editor: Francesca Castellari
Editing Team: Enrico Munarini, Filippo Patelli, Elia Tombacco
Sculptor: Lorenzo Cianchi
Kintsugi Artist: Chiara Lorenzetti
Illustrator: Margherita Premuroso
3D Studio: Domino Digital
Production Company: Sator International Group
Executive Producer: Luciano Marano
Producer: Daiana Bucciano
Director: Francesco Di Giorgio
Director of Photography: Francisco Gaete Vega
Client: Toyota Motor Italia
Marketing Director: Mariano Autuori
Marketing Sr Manager: Davide Fraccalvieri
Marketing & Communication Team: Luana Montonese, Sara Matarazzo, Noemi Giovanelli,
Gabriele Paolillo, Ewelina Skowron
