Toyota came to Saatchi & Saatchi with a perception challenge and a global opportunity: the world saw a car company, but Toyota was becoming something else entirely, a "human movement company". We built a creative brand platform called "Start Your Impossible" around one idea: mobility is a human right.

The global campaign spanned 24 countries, we developed everything from scratch: brand platform, visual systems, film, OOH, digital, print, and social.

The hero film featured 100 real people, ages 1 to 100, Paralympic champions, refugee athletes, and extended into nine additional global spots.