Eurobest

The Unbreakable - Season 2

THE&PARTNERSHIP ITALY, Rome / TOYOTA / 2021

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Overview

Background

After the success of the first season of The Unbreakable, aired in 2020 on Sky channels, we took the rescheduling of Tokyo 2020 as a chance to craft a second season of the format, designed and planned to reach a larger audience.

The main goal of the campaign was enlightening the role of Toyota as one of the main sponsors of both Olympic and Paralymoic Committees, through an emotional content format designed as a part of the larger Start Your Impossible communication platform.

Strategy

We partnered with the Italian national TV to spread The Unbreakable message to the widest audience, thanks to a hybrid approach. The episodes were both published on Rai Play, the broadcaster on demand streaming platform, and planned on traditional television, in order to reach people of any age.

Execution

In 2021 a new season of The Unbreakable was scheduled to inspire simply all the people: an enriched platform made in partnership with the Italian national TV to spread the message to a wider audience. Five Italian champions who made the history of sport, Vanessa Ferrari, Arianna Fontana, Francesca Piccinini, Clemente Russo, Bebe Vio, interviewed by the international étoile Eleonora Abbagnato to talk about the hardest moment they overcame in their career who made them stronger.

5 x 15’ NEW EPISODES

5 x 80” SHORT FILMS

5 x 30” TV & RADIO COMMERCIALS

DEDICATED SOCIAL COVERAGE ON RAI, TOYOTA AND TALENTS CHANNELS

And, for the first time ever in Italy, a major brand was featured in a 10’ prime time branded content: a special show first aired on July 22nd evening, and again right before the Olympics opening ceremony, with an outstanding live performance by an international star: James Blunt.

Outcome

3.3 MLN TV AUDIENCE

16.6% TV SHARE

81% POSITIVE SENTIMENT

+61% BRAND OPINION

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