Toyota ‘All Dreams Are Equal’ & ‘Ella’ Spot (By LDV United) Activates Special Olympics Sponsorship

Toyota Motor Europe has signed on as a new sponsor of Special Olympics in late 2019 and celebrated the fresh tie-up in Spring 2020 through a new campaign called ‘All Dreams Are Equal’.

The integrated activation which spans images and video is running across both sponsor and rights holder online channels and is spearheaded by a hero ‘The Life Of Ella’ spot launched on 22 April and which positions Ella as a symbol of the courage and the spirit shown by all Special Olympics athletes.

We couldn’t be more proud to support Special Olympics!
Ella is a symbol of the courage and spirit of all Special Olympics athletes. It teaches us all an important lesson which bonds us together: All dreams are equal. #AllDreamsAreEqual #StartYourImpossible #Toyota https://t.co/AbYx6bQ8il

— Toyota Europe (@toyota_europe) April 21, 2020

The three year partnership, which started in 2020, supports Special Olympics grass-roots inclusive programming and sporting events across the region.

The objective is to deepen the event’s impact on inclusion through sport and amplify the voices of Special Olympics athletes to highlight the urgency of social inclusion worldwide.

The partnership sets out to increase access to Unified Sports, opening the door for more children and adults of all abilities to experience the inclusive power of sport, and the unity it creates both on and off the field of play.

“Our partnership with the Special Olympics represents an opportunity to extend the Start Your Impossible story which we have already begun with the Olympics and Paralympics movements,” said Dr Johan van Zyl, President & CEO of Toyota Motor Europe

“Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true. In this spirit our mission to provide freedom of movement for everyone is consistent with the Special Olympics own goals of creating a society based on inclusion and community. On a practical level, our employees and the dealer network are invited to volunteer and support the athletes across the region, and I am proud that this has already started.”

The Special Olympics, for athletes with intellectual disabilities, is dedicated to championing social inclusion through sports.

It is a global movement for inclusion of children and adults with intellectual disabilities and aim to create inclusive communities around the world, where every person is accepted and welcomed, regardless of ability.

With over six million athletes and Unified partners across over 190 countries, the organisation is supported by over one million coaches and volunteers and in Europe-Eurasia it covers 58 countries and has over 500,000 participating athletes.

The campaign was created to leverage the Special Olympics (Europe/Eurasia) for a Toyota Motor Europe marketing team including Mia Batinic, Sevilay Gokkaya, David Evangelista, Christo Velkov, Fiona Hynes, Aoife O’Grady and Zehra Sayin by LDV United.

The agency team was led by CEO Harry Demey, MD Petra De Roos, Creative Directors Dennis Vandewalle and Dries De bruyn, Creatives Dries De Wilde and Willem De Wachter, Design Director Jeffrey Uten, DTPs Sandra Wulffaert and Stijn Voeten, Strategists Tomas Sweertvaegher and Charlien Adriaensen, Account Team Executives imitri Mundorff, Julie Oostvogels, Innie Tran and Charlien De Feyter.

Production was by Czar.be with Director Salsa, Executive Producer Eurydice Gysel, Producer Nele Carlier, DOP Grimm Vandekerckhove, Art Director Tanker, Editor Manu Van Hove, Grading Olivier Ogneux, with online VFX by Stijn Van Assche, Post Producer Bieke De Keersmaecker, Music & Sound Gregory Caron and Photographer Toon Aerts.

Comment:

With the world and the world of sport in the grip of COVID-19, international and domestic competitions and events are on hold, postponed or completely cancelled, so it is notable for a major new brand to sign up and Activative around such an event during this tumultuous period.

The same agency, LDV United, also created the award winning ‘Dare To Sponsor’ Special Olympics initiative earlier in 2019

Other notable recent Special Olympics marketing initiatives include the launch of the 2022 Orlando Special Olympics logo, created by the athletes themselves, which was unveiled via an integrated campaign launched in August (see case study).

Links:

Toyota

https://www.toyota-europe.com/

https://www.youtube.com/user/ToyotaEurope

https://twitter.com/toyota_europe

@toyota_europe

https://www.toyota.com/

https://twitter.com/Toyota

https://www.instagram.com/toyota

http://www.youtube.com/user/Toyota

LDV United

http://www.ldv.be/