The Brief held, “The goal was to connect with young people in emerging nations and enhance interest in the TOYOTA brand." To do this, we created a concept that went beyond the boundaries of mere advertising, by setting challenges that could be turning points in people's lives, and having TOYOTA there to push through, together.

We established an online platform for applicants to post their dreams. From 200,000 youths in 98 countries, we followed our nine chosen challengers, engaging them in sincere personal dialogue over 997 days. We documented and uploaded to the website one moment after another, as they met top world talent, experienced unknown places, struggled with troubles, and thereby grew as people.

A platform for people to post their dreams was established for 98 countries. It was designed so that posts were able to be seen by the public, and users could vote for dreams they found moving. Many documentary clips of support for the 9 chosen challengers were uploaded to the site.

200,000 people posted their dreams on the site. Documentary clips received over 20,000,000 views. The site itself received over 40,000,000 actions. Many young people faced turning points in their lives, struggled, and grew, resulting in a ripple of supportive response and a movement that exceeded expectations.