Toyota: @SeeLikeMenna [Supporting Images], 1

Credits & Description:

Brand TOYOTA
Entrant TOYOTA USA PLANO
TOYOTA USA Plano, USA Entrant Company
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Idea Creation
DENTSU INC. Tokyo, Japan Idea Creation
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Production
DENTSU INC. Tokyo, Japan Production
ARCHER'S MARK London, United Kingdom Production
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA PR
DENTSU INC. Tokyo, Japan PR
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Media Placement
DENTSU INC. Tokyo, Japan Media Placement
Jason Schragger Saatchi & Saatchi Chief Creative Officer
Keiichi Higuchi Dentsu Chief Creative Officer
Fabio Costa Saatchi & Saatchi Executive Creative Director
Daniel Barak Saatchi & Saatchi Creative Director
Renato Braga Saatchi & Saatchi Creative Director
Mark Carolan Saatchi & Saatchi Creative Director
Alice Blastorah Saatchi & Saatchi Sr. Art Director
Shiran Teitelbaum Saatchi & Saatchi Sr. Copywriter
Chelsea Brown Saatchi & Saatchi Art Director
Brittany Kopeikin Saatchi & Saatchi Copywriter
Lalita Koehler Saatchi & Saatchi Executive Director, Integrated Production
Annie Uzdavinis Saatchi & Saatchi Director, Integrated Production
Keith Bellinger Saatchi & Saatchi Director, Digital Production
Nick Ngai Saatchi & Saatchi Executive Integrated Producer
Rena Dusenbury Saatchi & Saatchi Senior Content Producer
Oliver Jolliffe Saatchi & Saatchi Senior Integrated Producer
Nhu Phan Saatchi & Saatchi Production Budget Manager
Kristen Hosack Saatchi & Saatchi Music Supervisor
Rick Schmitz Saatchi & Saatchi Account Director
Josh Phillips Saatchi & Saatchi Account Supervisor
Nathalie Bianchi Saatchi & Saatchi Account Executive
Mark Turner Saatchi & Saatchi Chief Strategy Officer
Evan Ferrari Saatchi & Saatchi Group Strategic Planning Director
Keita Kimura Dentsu Group Strategic Planning Director
Hailey Marsh Saatchi & Saatchi Strategic Planning Director
John Lisko Saatchi & Saatchi Executive Communications Director
Hiroyuki Maruyama Dentsu Executive Communications Director
Teppei Manso Dentsu Executive Communications Director
Amy Petersen Saatchi & Saatchi Media Director
Toyohiro Bando Dentsu Media Director
Published: February 2018
Short Synopsis:
Experience the world through the eyes of three different visually impaired Para alpine skiiers. As the Worldwide Official Mobility Partner of the International Olympic Committee and the International Paralympic Committee, we're committed to celebrating the achievements of these incredible athletes and sharing their stories with you. Put on your headphones for the full experience and hear their words in 360-degree sound.
#SeeLikeMenna
Start your impossible.
Cannes Lions Synopsis:
Marking a historic moment for Toyota, the brand wanted to shift from a car company to a mobility company, in hopes of one day creating barrier-free mobility solutions for all. As the first ever Official Mobility Sponsor of both the Olympic and Paralympic Games, Toyota wanted to demonstrate its commitment to mobility on a global platform. But instead of just telling people that we’re a mobility company, the brief was to prove it through the partnership, all while elevating the Paralympic Games and empowering Paralympic athletes who defy the odds to overcome the impossible.
Strategy
We want to reach the next generation of Olympic and Paralympic movement enthusiasts. People who are not only inspired by the passion of the Games but the stories of individual struggle. We call our audience the Optimists of the world - People who believe technology and innovation will lead humankind towards a brighter future. By connecting with these people, others will follow along.
As a 100% visual platform, Instagram was the perfect place to tell a story about a visually impaired skier. So we created content that was visually arresting, yet disruptive to the platform. We had to change the way that people see Paralympians so that these incredible athletes could get the recognition that they deserve.
Outcome
@SeeLikeMenna helped change the way that people see Paralympians— giving people a unique window into what it takes to compete at the Paralympics, while underscoring Toyota’s commitment to mobility for all. The campaign created an entirely new community of followers @SeeLikeMenna comprised of tens of thousands of individuals. We also sparked a global conversation around the games. And ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. Teaser views: 41 Million Likes and Comments: 250K Media Impressions: 1 billion International Articles: nearly 1200 feature press placements at top tier publications around the world
Execution
We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna. A series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a Paralympian with only 3% vision. The teaser video for the account was translated into 20+ languages and was published on YouTube and Facebook, that also directly linked to the @SeeLikeMenna Instagram account.
@SeeLikeMenna was distributed across global social media platforms (Facebook, Instagram, Twitter) across 26 countries during the Paralympic Games, reaching a large scale global audience. Promoted videos on the social platforms directed users to the @SeeLikeMenna Instagram page, encouraging exploration and engagement with Menna's experience.
Campaign Description
At the core of Toyota's new mission is the belief that when we are free to move, anything is possible. So in order to elevate the Paralympics, we had to first address the stigma around Paralympic athletes. The truth is, these athletes overcome incredible odds just to compete. They face challenges most able-bodied people can’t even begin to imagine.
@SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick. For a 100% visual platform, we created content that accurately reflected Menna’s 3% vision in order to give people a deeper understanding of the magnitude of her achievements. And we did so on mobile, because in 2018, there has been a 50% rise in mobile viewership of the Olympic and Paralypmic Games.