The Drum Awards for Marketing - Extended Entry Deadline

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Client: Toyota
Date: Jul 2021
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As mobility partner of Team GB and Paralympics GB, Toyota is looking for new ways to help its athletes as they prepare for Tokyo 2020.

Featuring four Toyota ambassadors and Team GB and ParalympicsGB athletes, cyclist Laura Kenny, sport climber Shauna Coxey, sprinter Jonnie Peacock and swimmer Alice Tai, the campaign is a lighthearted storyline that shows the athletes being sent a Human Support Robot (HSR) to help with their training for Tokyo 2020.

Created by The&Partnership, instead of taking advantage of the advanced robot’s full capabilities, they put it to work doing daily chores, such as walking the dog, ironing and carrying shopping.

On the campaign, The&Partnership worked closely with robotics teams at Toyota Motor Europe (TME) and Kings College London (KCL) to power the robot throughout the production.

The HSR is one of Toyota’s robotics concepts now under development as part of the company’s global mission to provide freedom of mobility for all.