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Paralympian Ryley Batt Reaches 'Breaking Point' in Toyota Australia's Latest Campaign

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Good Oil’s Adam Gunser captures brand's 'Mobility For All' philosophy in spot from Saatchi & Saatchi Australia

Paralympian Ryley Batt Reaches 'Breaking Point' in Toyota Australia's Latest Campaign

With the 2021 Tokyo Olympic Games approaching, Toyota Australia has launched ‘Breaking Point’, an integrated campaign celebrating its work with Paralympian Ryley Batt and showcasing the event’s 'Mobility For All' philosophy.

The campaign focuses on the athletic abilities of Ryley Batt during a game of wheelchair rugby, whilst also demonstrating how Toyota’s Product Planning & Development (PP&D) team worked with Ryley to re-engineer elements of his wheelchair to ensure he can perform at his best.

Created by Saatchi & Saatchi Australia, the campaign is a true realisation of Toyota’s mobility for all philosophy.  

John Pappas, Toyota Australia chief marketing officer, says: “As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, our Product Planning & Development (PP&D) team has been working closely with Australian para-athletes over the past few years to help refine and improve their equipment.

“The journey has been an incredible partnership so far, and with Ryley, we were able to find a number of new ways to continuously improve his equipment and ultimately get to a place where instead of feeling restricted by the fit, his equipment feels like a more natural extension to his in-game performance.”

Mike Spirkovski, Saatchi & Saatchi Australia chief creative officer, says: “It’s incredible to witness what these athletes go through in a game; how hard they play and push themselves, and the force they inflict on their equipment. Their wheelchairs take an absolute battering, which our director Adam Gunser has brought to life in a very real and powerful visual story. It proves just how unstoppable these athletes really are.”

Good Oil’s Adam Gunser directed the suite of long and short form films that will be aired on multiple screens.

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Campaign Credits

Client: Toyota Motor Corporation Australia

Senior Manager - Brand Management & Communications: Andrew Wearing

Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock

Manager, Communications – Commercial and Brand: Jeremie Smith

Senior Brand Communications Coordinator: Michelle Gulia

Senior Brand Communications Coordinator: Suhailah Davies

Creative Agency: Saatchi & Saatchi Australia

Chief Creative Officer: Mike Spirkovski

Executive Creative Director: Simon Bagnasco

Creative Director: Lee Sunter

Copywriter: Mac Wright

Art Director: Anna Fullerton & Celeste Watson

Head of Design: Matt Alpass

Executive Producer: Lucy Trengove

Senior Integrated Producer: Holly De Roy

Chief Client Officer: Ben Court

Chief Strategy Officer: Alex Speakman

Group Account Director: Damiano Di Pietro

Planning Director: Joe Heath

Snr. Account Director: Zoe Kypros

Account Director: Tom Collier

Account Executive: Elina Nassif

Production Company: Good Oil

Director: Adam Gunser

Executive Producer: Juliet Bishop & Simon Thomas

Producer: Tracey-Lee Permall & Simon Thomas

Post Production: Blockhead NZ

Sound House: Bang Bang Studios

Photographer: Ben Clements

Photographer: Michael Corridore @ Photoplay

Producer: Ross Colebatch

Genres: People

Categories: Automotive, Cars

Saatchi & Saatchi Sydney, Thu, 08 Jul 2021 09:36:00 GMT