The&Partnership awards frontline workers with "heroic" medals in campaign for Olympic partner Toyota

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by Josh Peachey

The&Partnership has begun a social media campaign for Olympic and Paralympic partner Toyota that focuses on medals, despite the fact that the global competitions have been postponed. 

“Heroic Medal” has launched across the brand’s social channels but instead of focusing on the usual athletes and podium places, it shifts Toyota’s attention and support to the key workers on the frontline.

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, viewers will see posts of the frontline heroes fighting round the clock 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. 

Dario Giustini, Head of Brand Communications at Toyota Motor Europe, said: “Postponing the Olympic and Paralympic Tokyo 2020 games to next summer was a necessary decision in the current challenging 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.” 

Directed and produced remotely, the 40” 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. 

“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” added Andre Moreira, Executive Creative Director, The&Partnership.