In a historic shift, Toyota set out to reposition itself—not just as an automotive brand, but as a mobility company. The goal: to show that Toyota believes movement is a human right, and that mobility should be inclusive and accessible to all. The campaign needed to introduce this new positioning to the world in a way that felt meaningful, emotional, and unmissable.

This also marked Toyota’s first-ever global campaign, and the stage was massive: the XXIII Olympic and Paralympic Winter Games in PyeongChang, South Korea. As the worldwide sponsor of both events, Toyota had a unique platform to tell stories that connected deeply with a global audience.

Mobility is about more than transportation—it’s about possibility. For elite athletes, people with disabilities, and everyday individuals alike, the ability to move freely can change lives. By focusing on stories of perseverance and progress, Toyota could align itself with the values of the Olympics—and make its new role as a mobility brand genuinely human.

We launched a global campaign that put people—not products—at the center. These were the first Toyota ads ever created without showing a vehicle. Instead, we told emotional, cinematic stories of athletes and everyday heroes overcoming their “impossible” through movement, and inspiring others to “Start Your Impossible.”

The campaign became the most influential in Toyota’s 81-year history, generating an incredible 18.5 billion media impressions. Perhaps even more meaningful, it helped shift global perception of the brand—from a traditional automaker to a mobility company with a clear and human-centered purpose. The emotional power of the campaign also had a broader impact, inspiring NBC to double its coverage of the Paralympic Games, recognizing the importance of the stories we were telling. “Start Your Impossible” didn’t just make waves in advertising—it moved people, brands, and broadcasters alike.