Usually, people dream at night of being different because they believe this will help them overcome some limits. Bebe Vio lost all four limbs when she was just eleven but eventually rose to the status of gold medalist at the 2016 Rio Olympics. We asked her what she dreamed of at night. Could she fly? Does she dream of herself with all four limbs as she once was? Her answer floored us.

Bebe, instead, dreams of being exactly as she is because what happened to her has allowed her to obtain the impossible: to become an Olympic champion.

The execution skirts between dream and reality, blurring the boundaries between the two dimensions. What is real? What is Bebe's dream? In the end end it makes no difference, for she is living the Impossible.

The campaign was clearly fully integrated, with a main 60 sec. TV commercial featuring an original music score performed by an all-female string quintet.

The main film debuted on Italian national TV channels on Sunday, 28 January 2018, and was scheduled to be aired for a total of three weeks. Namely,

- Mediaset channels from 28 January to 10 February and from 9 to 17 March 2018

(total 598 spots)

- Sky and Digitalia channels from 27 April to 5 May 2018 (total 208 spots)

We clearly didn’t settle for TV only and created an 18 sec. digital film tailored for mobile, a host of native 9:16 formats to be published on digital platforms (format hacks, cinemagraphs, canvas, and other specific formats tailored for mobile) among which the Toyota Motor Italy official profiles on social networks.

The Bebe Vio campaign was talked about and shared across many broadcast and digital platforms. Some of the results:

Reach: 19 million

Impressions: 57 million

Engagement: 10.9 million

Video views: 15 million

Video views (top to tail): 2,47 million

Positive sentiment: + 85% YoY

Interactions: > 350k ( + 170% YoY)

In April, the "As I Really Am"/Bebe Vio Social Media campaign won the best Social Adv Campaign on Instagram (award assigned ‘Instapodium’ by Facebook & Engage).