What Moves Me

We were tasked with translating Toyota’s Olympic sponsorship campaign (“Start Your Impossible”) into a 360 content campaign that genuinely motivated GenZ audiences to start their own journey – sporting or otherwise. We created What Moves Me, a seven part series and content strategy delivered across OlympicChannel.com, social channels and broadcast partners.

We set out to make a deeper connection by looking at the personal struggles and intrinsic motivations of top Olympic and Paralympic athletes, offering practical advice on relatable issues, including depression, social anxiety and sexism.

Our content strategy judged each asset on whether it helped to motivate our audience to make a start, covering long form storytelling, insightful written editorial and bespoke social formats with tips for the audience.

The campaign took on new relevance with the emergence of CV-19 – not only were athletes impacted by the delay of the Tokyo Games, but so many of our audience were facing unprecedented challenges in their lives. To respond, we connected with athletes in lockdown to create an intimate film released on the revised ‘1 year to go’ date, exploring their personal experiences of CV-19.

Since launch, the campaign has reached more than 46M people worldwide and has become the most successful branded series created by Olympic Channel.