TOYOTA
The Unbreakable

Ahead of Tokyo 2020, Toyota Italy wanted to write a new chapter of the #StartYourImpossible journey, shaping a unique connection between Italian talent and Japanese tradition. We asked seven athletes from the Toyota Team to tell us about the hardest moment they faced in their life, and then celebrated their courage by crafting the “Doroppu”: a unique work of art designed to be broken and the restored using the kintsugi technique. The cracks are filled with pure gold, because wounds are what makes us unique.

The campaign spanned across a large range of media, including a 7 episode docuseries aired on Sky channels, a social media driven campaign, a digital contest involving other 7 talents who rewrote the rules of mobility, and a special TVC made ad hoc during the lockdown. Overall the campaign has generated 7.8 M video views, with a 6.0 M engagement and a 9.7 M reach.

Year // 2020
Client // Toyota Motor Italy
Agency // The&Partnership
City // Rome
Planning Director // Erwin Corio Flores
Executive Creative Director // André Moreira
Creative Director // Fabrizio Caperna
Account Team // Marco Marinucci, Paola Giordo, Flavia Gajo, Serena Giovinazzo, Elena Ravioli
Digital Project Lead // Fabrizio Nahum
UX Designer // Simone Perriccioli
Talent Management // GroupM ESP
Account Executive // Erminia Carotenuto
Production Company // Bedeschifilm
Director // Giovanni Bedeschi
Director of Photography // Andrea Rainoldi
Executive Producer // Federico Salvi
Producer // Fulvio Biavaschi
Editing Team // Francesca Castellari, Enrico Munarini, Filippo Patelli, Elia Tombacco
Sculptor // Lorenzo Cianchi
Kintsugi Artist // Chiara Lorenzetti
Illustrator // Margherita Premuroso
Stylist // Giorgia Maggi
3D Studio // Domino Digital
Production Company // Sator International Group
Executive Producer // Luciano Marano
Producer // Daiana Bucciano
Director // Francesco Di Giorgio
Director of Photography // Francisco Gaete Vega