SINGAPORE — Toyota Motor Asia has partnered with Dentsu Creative Singapore to unveil the latest phase of its global corporate initiative, “Start Your Impossible,” celebrating the journey of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia. With nine 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.
The campaign, themed “Our People are Our Strength,” underscores the pivotal role of community in shaping these athletes into “Dual Heroes” – individuals who not only excel in their sports but also drive positive social change.
The campaign launched with a series of three films introducing the athletes and showcasing how their communities have supported their journey and growth. Conceptualized by Dentsu Creative and directed by acclaimed director Nicolas Lam with productions partners Directors Think Tank, these films beautifully and authentically capture the origin stories of the 11 Team Toyota Asia Athletes.
With the Games less than 30 days away, the latest campaign asset is a series of 11 short 15-second films dedicated to the “Dual Heroes,” spotlighting each Team Toyota Asia Athlete as a champion of both sport and social good. The campaign is further complemented by key visuals strategically placed in out-of-home locations and across digital and social platforms, across the region. Fans can send their support to their athletes on the Start Your Impossible website, and in Asia, they can also look forward to interactive social activations in the coming weeks, that will bring them even closer to the GTTA and the Start Your Impossible spirit.
The campaign will run across 17 markets in the region, and aims to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.
Kenix Loh, Deputy General Manager of Toyota Motor Asia, said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. 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. We wish our dual heroes all the best at the biggest global sporting platform. Team Toyota members will be cheering for them.”
Prema Techinamurthi, Managing Director of Dentsu Creative Singapore, added “We are honored to be a part of the Start Your Impossible program, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”
Stan Lim, Chief Creative Officer of Dentsu Creative Singapore, commented, “We’ve been privileged to witness the GTTA’s inspiring journey firsthand. 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
