Cannes Lions
TOYOTA USA, Plano / TOYOTA / 2018
Overview
Entries
Credits
Description
This two-minute film captures the importance of movement through the lens of a human lifespan. One hundred inspirational people from across the globe ages 1 through 100 are shown chronologically. Perhaps the most-inclusive advertisement ever produced, "Mobility for All" gave voice to individuals of all ages, ethnicities, abilities and walks of life. The film became an inspirational journey of empowerment, not only featuring these people, but mobility products created to help them reach their full potential — ultimately proving that when we are free to move, anything is possible.
Execution
If distilling humanity into 100 roles, ages 1 through 100, sounds like an insane feat, you’re right. Authenticity being crucial, actors were not an option. To overcome this obstacle, we set up five international production hubs. Ground teams then sought out the most-diverse individuals with inspiring mobility stories. We had an 8-year-old Special Olympics figure skater, a 39-year-old mountain climber with no arms, and a 100-year-old sprinter to name a few. We even convinced influential Olympians and Paralympians to film with us despite their busy training schedules. Finally, to keep the balance of ethnicity, age, and ability in check, shifts in casting had major ripple effects. For example, losing a 24-year-old French snowboarder meant replacing them with an equally matched counterpart. Regardless, we embraced every hitch, knowing our film was putting the "all" in "Mobility for All."
Similar Campaigns
12 items