Beyond Zero - Leo-Pekka Tähti
Agencies: The&Partnership • The&Partnership Nordics
Leo-Pekka Tähti's original letter
Campaign Key Visual
Athletes with disabilities still struggle to get even a fraction of the societal support and attention that their non-disabled counterparts get, and that’s something Toyota and The&Partnership Nordics want to start correcting with their newest Beyond Zero campaign, featuring multiple Paralympic gold-medal winner Leo-Pekka Tähti.
Toyota Finland launched a campaign featuring a touching letter from a 13-year old disabled high school boy. In this letter the boy asks for a grant for his family to be able to afford the high transportation costs related to his sport. This boy, Leo-Pekka Tähti, would after receiving this grant then go on to become a multiple time Paralympic gold medal winner, and a long-time brand ambassador for Toyota Finland.
In the film, we see a number of kids with special needs recite Leo-Pekka’s original letter, highlighting the fact that disabled athletes still have a very hard time to afford/affording a career in professional sports. The film shows Leo-Pekka Tähti, one of the most successful athletes in Finnish sporting history, doing laps on an empty track at the iconic grounds of the Olympic Stadium in Helsinki, only to be joined and passed by the next generation of paralympic stars.
With the campaign, Toyota wants to encourage young athletes with disabilities to apply for a similar grant funded by Toyota Finland and the Finnish Paralympic Committee.
Athletes can apply for the grant at toyota.fi/matkallapidemmälle
This professional campaign titled 'Beyond Zero - Leo-Pekka Tähti' was published in Finland in December, 2022. It was created for the brand: Toyota, by ad agencies: The&Partnership and The&Partnership Nordics. This 360° medium campaign is related to the Automotive industry and contains 3 media assets. It was submitted 4 months ago.
Advertising Agency: The&Partnership Nordics, Helsinki, Finland
Creative Director Nordics: Timo Orre
Creative Lead / Art Director: Ben Alasuvanto
Strategy / Business Development Director: Dan Rönnqvist
Business Director: Sirkku Söderman
Account Manager: Elina Oksa
Copywriter: Waltteri Nironen
Art Director / Photography: Julio Giuseppi
PR and Content Planner: Elina Ulmanen
Media Lead: Liisa Pulkkinen
Graphic Designer: Kari Mikkonen
Graphic Designer: Anu Luoto
Creative: Riitta Lemberg
Production Company: Skål Helsinki, Helsinki, Finland
Director: Tobias Andersson
DoP: Anton Tevajärvi
Producer: Cyrila Cibulka
First assistant director: Otto Metsämäki
Color correction: Juhani Vuorisalo / Grade One
Music Production: Cosme Liccardo