In a bold move to inspire and uplift, Toyota Motor Asia has unveiled the latest phase of their global corporate initiative, “Start Your Impossible.”
Partnering with Dentsu Creative Singapore, this campaign shines a spotlight on 11 remarkable Global Team Toyota Athletes (GTTA) from Asia, just weeks before the Paris Games.
With 9 of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia Athletes represent a diverse range of sports including athletics, para swimming, para powerlifting, table tennis and more.
A Testament to Community and Perseverance
The campaign, aptly themed “Our People are Our Strength,” goes beyond celebrating athletic prowess.
It delves into the heart of what makes these athletes truly exceptional – their role as “Dual Heroes.”
These individuals not only excel in their chosen sports but also drive positive social change, embodying the spirit of resilience and community support.
Kenix Loh, Deputy General Manager of Toyota Motor Asia, emphasised the company’s commitment to this vision: “Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world.”
Bringing Stories to Life Through Film
At the core of this campaign are three compelling films that introduce the athletes and showcase the pivotal role their communities have played in their journey.
Directed by the acclaimed Nicolas Lam and produced by Directors Think Tank, these films offer an authentic glimpse into the origin stories of the 11 Team Toyota Asia Athletes.
The campaign further amplifies its message with a series of 11 short 15-second films, each dedicated to spotlighting the dual nature of these heroes – as champions in both sport and social good.
This multi-faceted approach ensures that the athletes’ stories resonate across various platforms and audiences.
A Pan-Asian Celebration of Diversity
The “Start Your Impossible” campaign spans an impressive 17 markets across the region, featuring athletes from diverse backgrounds and disciplines.
From India’s Murali Sreeshankar in athletics to Malaysia’s Abdul Latif in para long jump, the campaign showcases the rich tapestry of Asian sporting talent.
This diversity is not just in nationality but also in the range of sports represented, including para swimming, badminton, artistic gymnastics, and wheelchair racing, among others.
It’s a true celebration of Asian athletic prowess and social consciousness.
Engaging Fans and Inspiring Change
As the Games draw near, Toyota Asia is ramping up engagement with fans.
The campaign encourages supporters to send messages of encouragement to their favourite athletes via the Start Your Impossible website.
Additionally, interactive social activations are planned to bring fans closer to the GTTA and embody the Start Your Impossible spirit.
Prema Techinamurthi, Managing Director of Dentsu Creative Singapore, expressed pride in the collaboration: “It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”
Looking Towards a Brighter Future
As these 11 athletes prepare to compete on the world stage, they carry with them not just the hopes of their nations, but the embodiment of Toyota’s vision for a better world.
Stan Lim, Chief Creative Officer at Dentsu Creative Singapore, summed it up perfectly: “These are important stories to tell, and we hope the films will inspire viewers to start their own impossible.”
The 11 Team Toyota Athletes are:
India: Murali Sreeshankar, Athletics
Indonesia: Ni Nengah Widiasih, Para Powerlifting
Malaysia: Abdul Latif Romly, Long Jump – Para Athletics
Nepal: Nabita Shresta – Table Tennis
Pakistan: Arshad Nadeem – Athletics
Philippines: Carlos Yulo, Artistic Gymnastics
Philippines: Ernie Gawilan, Para Swimming
Singapore: Toh Wei Soong, Para Swimming
Thailand: Kunvalut Vitidsarn, Badminton
Thailand: Pongsakorn Paeyo, Wheelchair Racing – Para Athletics
Vietnam: Lê Văn Công, Para Powerlifting
The “Start Your Impossible” campaign serves as a powerful reminder of the transformative power of sports and community support.
As these Dual Heroes take centre stage in Paris, they’ll be inspiring millions to push their boundaries and strive for both personal excellence and social impact.
