LEPE’s PAYBACK
TOYOTA
Background
Toyota was a long time global sponsor of the Olympics and the Paralympics, which fits their mission ‘Better mobility for all’ perfectly. In Finland, this partnership had mostly relied on adapting global campaigns.
To make a national mark on Toyota’s commitment to providing better mobility for all, and to help children find their way into parasports, we came up with a campaign where paralympic legend, Leo-Pekka Tähti, would rally young para-athletes to carry his torch forward.
We formed the campaign around an old letter we discovered, in which young Leo-Pekka Tähti applied for a grant to be able to continue his career. We then aimed to encourage children of today to do the same. Hundreds of applications later, the campaign was awarded among other things Sport Sponsorship of the Year in Finland.
My role in the project:
❋ Creative Concept
After I discovered an old article about Leo-Pekka’s letter, I came up with a rough idea for a film where kids today re-write Leo-Pekka’s letter, and take over his torch. Other notable ideas within the concept, was among other things, a print ad in Braille in a magazine for the visually impaired.
❋ Creative Lead
Leading the creative process and the team, leading the film production, working with media lead.
❋ Art Direction
Being the Art Director in charge of the look and feel of the film and all other assets of the 360 campaign.
Sport sponsorship of the year 2023
(SPOT Awards)
Shortlisted: Vuoden Huiput (Creative), Voitto (Film), GrandOne (Equality), Best Cinema Advertising
AWARDS
CASE IN NUMBERS
616% Increase in number of grant applications compared to previous year
49% Increase in interest towards Toyota as a brand
91% Liking of the film among target audience (in cinema)
