ABOUT

CONCEPT
"We're thinking about going skiing"...

And from that call, we ended up on the slopes of a ski centre with a collection of some of the most inspiring, resilient and joyful people you could ever hope to meet.

For context, we'd been asked by the Content Team at Toyota (GB) plc to develop a series of short films that would leverage the profile of its ambassador Billy Monger to increase the visibility of the “Every Body Moves” programme - run in partnership with Paralympics GB. Billy - who lost his legs to amputation aged 17 - is a high profile advocate for adaptive sports, and disability inclusion. He's well known for being part of Sky's F1 presenting team and is an elite level athlete, having competed in the Ironman World Championships.

The campaign needed to bring his unique style and inspiring mindset to showcase Toyota’s dedication to promoting inclusivity and active lifestyles, emphasising the concept of “mobility for all.” By that, we needed to show that there's a sport or activity opportunity available for everyone, regardless of how they choose to move.

By partnering with Billy to highlight inclusive activities which people with different mobility needs can do together. we wanted ’Every Body Moves’ to inform and inspire people to discover something new.

EXECUTION
From a technical point of veiw, there are few jobs that required our crew to show as many specific skill sets as this one. Car to car filming, skiing and filming, documentary style filming... And all of it done with a crew of six seriously talented, multi-disciplined camera ops, sound ops, lighting specialists and director producers.

But it was the pre production planning that stood out. An integral part of the “Billy Monger x Every Body Moves” campaign was effective stakeholder management, given the diverse and influential parties involved. Managing these relationships required strategic coordination and effective communication across multiple levels:

The campaign brought together stakeholders from Billy Monger’s management team, Paralympics GB, Disability Snowsports UK, Hemel Snow Centre, Toyota, and Every Body Moves. Each entity brought its own priorities and expectations, necessitating a finely tuned collaborative approach.

Establishing a robust communication framework was crucial. Regular meetings, updates, and feedback loops were implemented to ensure alignment on goals and objectives. This helped in anticipating potential conflicts and addressing them proactively.

Clearly defining roles and responsibilities ensured that each stakeholder understood their contributions and how they fit into the campaign’s larger context. This clarity helped streamline efforts and avoid overlap or miscommunication. Balancing the interests of all parties involved required diplomatic negotiation skills. Ensuring that each partner’s expectations were met, while aligning with the campaign’s core objectives, was vital in maintaining harmonious relationships.

Finally, incorporating feedback from all stakeholders was another key element, enabling the campaign to adapt dynamically to suggestions while maintaining its original vision. This flexibility demonstrated respect for each partner’s input, fostering a cooperative atmosphere.

Throughout all this, the development of the campaign, data and insights played a pivotal role in guiding our direction and informing creative execution. The campaign focused on the “progressive mainstream” - people known for their curiosity and eagerness to embrace new experiences. Insights into their behaviour, values, and media consumption habits allowed the campaign to craft messages that connected with the in a meaningful way.

By keeping these people in mind, and focusing on inclusive sports we worked with the client to leverage platforms including Instagram, Facebook and YouTube. Specific cuts were made, prioritising different aspect ratios, messages and executions. As a result, the campaign was able to reach and captivate the target audience through their preferred media channels.

Of course, Billy Monger’s story and influence were critical in reaching this audience. His public recognition and inspirational persona attracted attention and lent credibility to the campaign, facilitating a strong emotional connection with the audience - but this was only part of it.

By involving reputable organisations like Paralympics GB and Disability SnowSports UK added credibility to the campaign. Their backing communicated authenticity and a genuine commitment to inclusivity and mobility for all. By partnering with these organisations and the campaign also expanded its reach into existing networks of supporters and participants.

It's also worth noting these stakeholders provided valuable insight and resources that enhanced the campaign’s execution - and we think its resonance. For example, around the use of inclusive language. Their expertise ensured that the campaign was accurate, respectful, and impactful, addressing the needs of both disabled and non-disabled audiences.

Their shared vision made the campaign not only successful in terms of engagement but also meaningful in its societal contributions.

There were plenty of storyboards that got binned as "not quite right" but this iterative approach ensured the creative ideas were in harmony with audience interests and could effectively drive engagement.

Finally, data around media consumption and platform preferences influenced the development of multi-platform assets (Facebook, Instagram, YouTube). This ensured that the campaign reached various audience segments, maximizing engagement and visibility.

Insights related to accessibility and inclusivity shaped the narrative involving Billy Monger participating in adaptive sports. This was not only in line with campaign goals but also reinforced Toyota’s commitment to “mobility for all.”

RESULTS
Wednesday 14th May – Friday 23rd May.



Total Impressions – 1,133,587

Total Video Views – 1,408,762

Total Reactions - 699

Total Comments - 27

Total Reposts – 8
Facebook
Impressions – 502,388
Video Views – 526,391
Reactions - 79
Comments - 2
Reposts – 4

Instagram
Impressions – 512,509
Video Views – 865,519
Reactions - 566
Comments - 16
Reposts – N/A

LinkedIn
Impressions – 118,690
Video Views – 16,780
Reactions - 54
Comments - 9
Reposts – 4