Tasked with creating the first-ever global campaign for Toyota, we set out to change people's perceptions of Toyota from a car company to a mobility company. We challenged the world with our rallying cry, "Start Your Impossible."

Our massive, global 360-campaign was not only communicated on every platform, but brought to life Toyota's expansive vision for a better future: to help people with an impairment move effortlessly throughout the world; to make smarter cars that make better drivers; and to leave a cleaner planet for our children’s children.

With nine films distributed across seven continents, we redefined the role of the automotive partnership by becoming the first-ever Mobility Partner for both the Olympic and Paralympic Games. We even convinced NBC, the official broadcaster of the Games in the U.S., to increase its coverage of the Paralympic Games in order to carry out our mission to sponsor the two Games equally.

We kicked off our campaign using the biggest platform in the U.S. (the Super Bowl) to springboard our launch on the biggest platform in the world — the Olympic and Paralympic Games.

Our campaign spanned across more than 40 countries and 28 languages. It lasted the entire duration of both Games with coverage across every platform, ranging from TV to streaming and digital.

Our executions featured such a wide variety of sports and people from all walks of life that we were able to align the executions with contextually relevant events throughout both Games.

We also placed ads featuring Paralympians during Olympic events to generate interest in the upcoming Paralympic Games, furthering our mission to elevate the perception of the Paralympic Movement across the globe.

-Average ten percent top-of-mind Toyota association with the Olympic Games and eight percent association with the Paralympic Games across core countries (benchmark measure = below five percent across countries; all countries exceeded goals)

-Toyota ranked within the top three of worldwide sponsors associated with the Games on average (benchmark measure = outside of top five). Toyota now ranks higher than brands like Visa and Panasonic, which have been Olympic Sponsors for more than 30 years.

-Toyota's association with the concept of Ever Better Mobility for All grew significantly from benchmark (up six percentage points on average across core countries)

-Perceptions of Toyota as a leader in mobility increased approximately eight percentage points on average from benchmark (with over 50 percent of consumers now seeing Toyota as a mobility leader in the majority of the countries)