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Good Odds

basics
Industry: Automotive & Services
Media:TV & Cinema
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
As the first-ever Worldwide Mobility Partner of the International Olympic Committee and the International Paralympic Committee, Toyota’s mission was to elevate the Paralympic Movement so that it would be equal with the Olympic Movement. An important mission for the International Paralympic Committee is to continually inspire those with physical challenges to try sports as a part of their everyday lives. Without inspiring the next generations of athletes, the Paralympic Games would cease to exist. That's why we choose to tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist.
Strategy
To tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist, we teamed up with Michael Schuckers, Professor of Statistics at St. Lawrence University. Schuckers’ assignment was to show just how tremendous those mathematical odds were. We had to look at where we were at a certain point in Lauren’s life and as we transition to the next part of her story, what are the things that are relevant. For instance, there are however many millions of kids who start out as ballerinas; how many of those kids are going to be active in sports? We had to carefully and correctly identify these odds.
Relevancy
We often talk about how Paralympians overcome the odds to achieve incredible things, but just how incredible are they? We used data to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life. We used data to make an inspiring story even more inspiring.
Outcome
'"Good Odds" was the most-enjoyed advertisement of the campaign, with average enjoyment of over 60 percent in the countries in which it ran. First aired during the Super Bowl in the U.S.; ranked number 1 in Ad Effectiveness in Ace Metrix and was number 5 in USA Today's Ad Meter Poll (number one automotive), the highest rankings in Toyota's recent history. Toyota association with Paralympic Games across core countries exceeded goals, average eight percent top-of-mind. Toyota now ranks within top three of worldwide sponsors associated with the Games on average and is number one in most core countries. Interest in the Paralympics also increased significantly (+12% points) and ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history.
MediaStrategy
Data made our story even more inspring by showing how the odds can tumble, the more a person sets their sights on a goal. We wanted to show that it wasn't just about hard work at the gym, but being mentally strong as well.
CampaignDescription
We worked with a statistician to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life to create an inspiring film based on facts.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Creative Data
Data Storytelling
Clio Awards 2018
Silver Film Technique
Direction
Clio Awards 2018
Shortlist Film Technique
Cinematography
The One Show 2018
Merit Moving Image Craft
Craft - Editing / Single
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