The shots site will be undergoing essential maintenance on Wednesday 28th February between 7pmGMT/2pmET/11amPT to 12amGMT/7pmET/4pmPT.
The site will be unavailable during this time. We apologise for any disruption this may cause.
Close
Advertisement

News | Insight | Inspiration

  • Log in
  • Subscribe ?

    Full access to shots.net including:

    • Full access to all news, interviews & insight
    • Manage video content
    • Create your own showreels
    • Follow people and companies and be alerted to new content posted on shots.net
    • Save and share folders
    • Full archive access
    • Access to Hotshots
    • Company Directory
    • People Directory
    • Breaking News stories
    • Newsletter x3 per week
  • Register ?

    Registered:

    • Breaking News stories
    • Newsletter x3 per week (restricted access to stories)
    • Company Directory
    • Limited access to news, interviews & insight

Toyota Champions Exceptional People in New Campaign

From Aitor the blind surfer to Robert the 107-year-old cyclist, Toyota's new campaign examines the sweat and tears some people shed to create their own 'impossible journey'.

London agency The&Partnership has launch a new campaign called Drop by Drop for the Toyota Mirai.

Shot by Independent Films’, Johnny Hardstaff across five European locations, the short films and TVC showcase five exceptional human beings who have defied their physical 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.

"There’s a creative bravery to this project; to do these stories justice we felt it was essential to capture these remarkable people free of all artifice."

Above: Lily.


The campaign was shot in five different European location and the contributing subject for each film was chosen for their incredible story. The five stories highlight people who have overcome their bodies' limitations and physically pushed themselves to fulfill their own impossible journey to reach their destination.

We watch as the enigmatic Lily (UK) smashes to the ground in her wheelchair, only to then see her succeed later as she launches herself across a skatepark, flipping herself over half pipes and hitting ramps at gut wrenchingly high speeds. We hear how surfer, Aitor (Spain) lost his sight after a giant wave struck him and marvel at his bravery for entering the water again. There's also Robert (France), the incredibe 107 year old who still cycles as part of a team around his local velodrome. The rock climber, Rannveig (Norway) who fell 15 meters and who was told she would never walk again; scales a vertical face whilst displaying the scars of her injuries, and Simona (Italy); dancer, author, amotivational speaker, who tells us that “from the greatest, most difficult things, the most beautiful things are born”, whilst showing us that her disability is in fact her strength, rather than her weakness.

Above: Aitor

 

“How do you measure impossible?" asks André Moreira, ECD, Team Toyota at The&Partnership. "Simple. You measure it in sweat and tears. The drops your body pours when, bit by bit, you try, you fall, you learn, and then you get up and go again. Until one day it happens… a world record is broken, limitations are shattered, a car that emits nothing but water is built. You know, those things people thought were impossible.”

Above: Simona

 

"There’s a creative bravery to this project; to do these stories justice we felt it was essential to capture these remarkable people free of all artifice," says Independent's Johnny Hardstaff. "To truly land the emotional weight of these lives, there could be no costume or art department, there could be no storyboards or anything that you would normally find on a shoot; just us recording them doing what they do every day in the purest way possible; because their lives are all unique and rich as they are.I hope the results demonstrate how advertising can be incredibly resonant when you create room for emotional truth.” 

Above: Rannveig

 

Above: Robert

Creative connections

Did you know you can follow these creative connections? Follow any of the people or companies listed below to get regular updates whenever they are mentioned on shots.net. Simply visit their profiles and click the ‘Follow this person/company’ button.

Advertisement

Latest news

Look for the follow button…

Simply visit a person or company profile and hit the Follow button image“Follow this person / company" button to receive regular emails when they are mentioned on the website.

Advertisement
Advertisement