Work · Toyota · 2024
Start Your Impossible
Stories and reels on Toyota's mobility sponsorship of the Paris 2024 Olympic and Paralympic Games.
The question
How does a car brand's Olympic sponsorship become a story for sports readers?
The idea
Wilma Rudolph's journey from childhood illness to Olympic gold meeting the 'Start Your Impossible' campaign; the Paralympic Games' effort to make Paris a more accessible city. Two long stories on aposto.com, their summaries as reels on Instagram.
Where it ran
Two stories on aposto.com, two reels on Instagram.
Result
The sponsorship message sat inside two narratives drawn from Olympic history and accessibility.
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