Singapore – Toyota Motor Asia has partnered with Dentsu Creative Singapore for the latest phase of their global corporate initiative, ‘Start Your Impossible’, celebrating the journeys of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia.
Themed ‘Our People are Our Strength,’ Toyota Motor Asia’s regional olympics and paralympics campaign highlights the crucial role of community in shaping these athletes into ‘Dual Heroes’—individuals who excel in their sports while driving positive social change.
Conceptualised by Dentsu Creative and directed by acclaimed filmmaker Nicolas Lam, with production partners Directors Think Tank, the campaign features a series of three films. These films introduce the athletes and showcase how their communities have supported their journeys and growth.
With nine of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia athletes represent a diverse range of sports, including athletics, para swimming, para powerlifting, table tennis, and more. The campaign films authentically and beautifully capture the origin stories of these remarkable athletes.
The latest campaign asset is a series of 11 short, 15-second films dedicated to the Dual Heroes, highlighting each Team Toyota Asia athlete as a champion of both sport and social good. This is further complemented by key visuals strategically placed in out-of-home locations and across digital and social platforms throughout the region.
Fans can also support their athletes on the Start Your Impossible website and look forward to interactive social activations in Asia. The campaign, running across 17 regional markets, aims to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.
Kenix Loh, deputy general manager at Toyota Motor Asia, said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best on the biggest global sporting platform. Team Toyota members will be cheering for them.”
Speaking on the campaign, Prema Techinamurthi, managing director of Dentsu Creative Singapore, also shared, “We are honoured to be a part of the Start Your Impossible programme, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”
Stan Lim, chief creative officer of Dentsu Creative Singapore, added, We’ve been privileged to witness the GTTA’s inspiring journey firsthand. These are important stories to tell, and we hope the films will inspire viewers to start their own impossible.”
The 11 Team Toyota Athletes are a diverse group from across Asia, each excelling in their respective sports. From India, Murali Sreeshankar competes in athletics, while Indonesia’s Ni Nengah Widiasih participates in parapowerlifting. Malaysia is represented by Abdul Latif Romly in long jump-paralympic athletics, and Nepal by Nabita Shresta in table tennis.
Meanwhile, Pakistan’s Arshad Nadeem excels in athletics, and the Philippines boasts two athletes: Carlos Yulo in artistic gymnastics and Ernie Gawilan in para swimming. Singapore’s Toh Wei Soong is a para swimmer, and Thailand has two athletes: Kunvalut Vitidsarn in badminton and Pongsakorn Paeyo in wheelchair racing—para athletics. Vietnam’s Lê Văn Công rounds out the team, competing in parapowerlifting.
