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Toyota's 'Heroic Medal' Celebrates Frontline Fighters of Covid-19

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The&Partnership’s spot for Olympic and Paralympic Partner Toyota celebrates the everyday heroes of a planet in lockdown 

Toyota's 'Heroic Medal' Celebrates Frontline Fighters of Covid-19

On 30th April, ‘Heroic Medal’, The&Partnership’s inspiring new spot for Worldwide Olympic and Paralympic Partner Toyota, will launch across the brand’s social channels. 

In light of the ongoing Covid-19 lockdowns across the world, and as a response to the postponement of the 2020 Olympic and Paralympic Games previously scheduled to take place in Tokyo this summer, ‘Heroic Medal’ temporarily shifts Toyota’s attention and support away from podium places and feats of athleticism to instead focus on the frontline heroes of today fighting round the clock to keep us all safe in the battle against the current global pandemic. 

The ‘Heroic Medal’ campaign is a thank you message from Toyota and all of Toyota’s employees to these frontline heroes for their instrumental work, rightly pointing out that each and every one of them deserves a medal. 

“Postponing the Olympic and Paralympic Tokyo 2020 games to next summer was a necessary decision in the current challenging Corona times. With this campaign, ‘Heroic Medal’, we want to celebrate the frontline workers across Europe who are fighting the coronavirus and express our big gratitude for their extraordinary dedication and spirit. They are the true heroes of this hour and deserve a special medal” said Dario Giustini, head of brand communications at Toyota Motor Europe. 

“There will be no Olympic medals this year, but there are plenty of frontline heroes out there who deserve a gold one. We felt Toyota, as official Olympic and Paralympic sponsor, had not just the right but the duty to celebrate and award them” said Andre Moreira, executive creative director, The&Partnership. 

Directed and produced remotely, the 40 second animation will launch first across Toyota’s own social channels and will be supported by print, digital and social executions across Toyota’s European markets. 

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Client: Toyota Motor Europe 

Head of Brand Communications: Dario Guistini 


Campaign Title: Heroic Medal 

Agency: The&Partnership 


Executive Creative Director: Andre Moreira 

Account Director: Stefano Della Schiava 

Creatives: Guus TerBeek, Tayfun Sarier, Dominic Gettins, Dani Asensio, Martin Cox 

Visualiser: Tim Taylor 

Manager: Peter Kappes 

Producer: Dominique Strouthos 

Production House: Alumina 


Producers (Alumina): Nikki Clifton / Freddie Nicolson 

Editor: Ben White 

VO artist: Daisy May – Just voices 

Music: Music Bed 

Track: Flight by Hannah Parrott

Genres: Dialogue

Categories: Automotive, Cars

The&Partnership, Thu, 30 Apr 2020 14:06:25 GMT