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Toyota launches 2020 Tokyo Olympics ‘Breaking Point’ campaign via Saatchi & Saatchi

With the 2021 Tokyo Olympic Games fast approaching, Toyota Australia has launched ‘Breaking Point’, an integrated campaign leveraging its work with Paralympian Ryley Batt and showcasing the event’s “Mobility For All” philosophy.

The campaign, created by Saatchi & Saatchi Australia, focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, while also demonstrating how Toyota’s product planning and development (PP&D) team worked with Batt to re-engineer elements of his wheelchair to ensure he can perform at his best.

John Pappas, Toyota Australia chief marketing officer, said: “As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, our product planning and development team has been working closely with Australian para-athletes over the past few years to help refine and improve their equipment.

“The journey has been an incredible partnership so far, and with Batt, we were able to find a number of new ways to continuously improve his equipment and ultimately get to a place where instead of feeling restricted by the fit, his equipment feels like a more natural extension to his in-game performance.”

Mike Spirkovski, Saatchi & Saatchi Australia chief creative officer, added: “It’s incredible to witness what these athletes go through in a game, how hard they play and push themselves, and the force they inflict on their equipment. Their wheelchairs take an absolute battering, which our director Adam Gunser has brought to life in a very real and powerful visual story. It proves just how unstoppable these athletes really are.”

Good Oil’s Adam Gunser directed the suite of long and short form films that will be aired on multiple screens.

Credits

Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinator: Michelle Gulia
Senior Brand Communications Coordinator: Suhailah Davies

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Copywriter: Mac Wright
Art Director: Anna Fullerton & Celeste Watson
Head of Design: Matt Alpass
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategy Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Snr. Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif

Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Juliet Bishop & Simon Thomas
Producer: Tracey-Lee Permall & Simon Thomas
Post Production: Blockhead NZ
Sound House: Bang Bang Studios
Photographer: Ben Clements
Photographer: Michael Corridore @ Photoplay
Producer: Ross Colebatch

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