Toyota's 'Heroic Medal' Celebrates Frontline Fighters of Covid-19

On 30th April, ‘Heroic Medal’, The&Partnership’s inspiring new spot for Worldwide Olympic and Paralympic Partner Toyota, will launch across the brand’s social channels. 

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, ‘Heroic Medal’ temporarily shifts Toyota’s attention and support away from podium places and feats of athleticism to instead focus on the frontline heroes of today fighting round the clock to keep us all safe 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. 

“Postponing the Olympic and Paralympic Tokyo 2020 games to next summer was a necessary decision in the current challenging Corona 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” said Dario Giustini, head of brand communications at Toyota Motor Europe. 

“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” said Andre Moreira, executive creative director, The&Partnership. 

Directed and produced remotely, the 40 second 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.