Toyota wanted to make a clear and compelling statement about its commitment to fighting climate change—through hybrid, hydrogen, and electric vehicle technology. It was one of the most important messages we needed to deliver as part of the “Start Your Impossible” campaign. And with the Winter Olympics as our platform, the timing was especially meaningful: the future of the Games themselves is under threat from a warming planet.

The Winter Games are known for creating unforgettable moments—iconic images that live on in the minds of fans. But in a world altered by climate change, the chances to create those moments are at risk of disappearing. Just like ice and snow, the legacy and triumph of winter sports can vanish. We realized that the best way to underscore the fragility of these moments… was to show them quite literally melting away.

We recreated legendary Winter Olympic moments—Eddie the Eagle, Gordeeva and Grinkov, the Miracle on Ice—each sculpted in stunning detail from solid ice. These works of art were then left to melt, slowly eroding under the heat of a warming climate. As the sculptures dissolved, so did the opportunity for human achievement they represented—driving home the urgency of the message.

The spot served as a visual metaphor for what’s at stake—not just for athletes and fans, but for the planet itself. And it reinforced Toyota’s position as a company committed to driving toward a cleaner, more sustainable future.