This campaign was recognized by Cannes, Webby Awards, Clio (Grand Prix x3) , and One Show. Toyota, the mobility sponsor for the Winter Paralympic games, wanted to shift from a car company to a mobility company. So to help change perceptions, we partnered with visually impaired Paralympic skier Menna Fitzpatrick. And created an interactive experience to show people exactly what she sees on a visually driven platform, Instagram. Instead of beautiful images, we posted blurry ones and native video content, alongside caption copy to tell her story. Ultimately, we gave people deeper insight into what it takes to become the most decorated British Paralympian of all time, while underscoring Toyota’s mission: mobility for all.
AGENCY: Saatchi LA
CCO: Jason Schragger
ECD: Fabio Costa
CD: Daniel Barak
AD: Alice Blastorah, Chelsea Oz
CW: Shiran Teitelbaum, Brittany Kopeikin