Cannes Lions
THE&PARTNERSHIP, London / TOYOTA / 2019
Overview
Entries
Credits
Background
Humanity is able to achieve the impossible by pushing their physical and mental limitations. To show this, we followed five exceptional human beings who have defied their limitations to make the impossible happen. Within each story of this pan-European campaign, natural parallels are drawn between the Toyota Mirai and the sweat of each exerted body as both push themselves through their impossible journey. Mirai, which translates from Japanese as ‘the future’ only emits water, and is part of Toyota’s bigger vision of a fully emission-free society.
Shot in five different European locations, each contributor was chosen for their incredible story - a 107 year old cyclist, a blind surfer, a teenage WCMXer, an armless ballerina, and a free climber who was told she would never walk again. To do these stories justice, these remarkable people were captured free of all artifice.
Execution
This film is an epic ode to those special people who aim for impossible — an effort told through drops of blood, sweat and tears.
As the film progresses the viewer will feel an increase in the protagonism of the drops, linking the human stories to a Hydrogen Technology that, impossibly, also emits nothing but drops of water.
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