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Creators of Inclusion - Toyota Deutschland
Sponsorship Special Olympics World Games

Shortlist

Title:	Creators of Inclusion
Brand:	Toyota Deutschland
Product/Service:	Sponsorship Special Olympics World Games
Client:	Toyota Deutschland
Entrant Company:	T&Pm Germany
Agency:	T&Pm Germany
Title:	Creators of Inclusion | Case Video
Title:	Special Olympics Berlin_Boat Trip
Title:	Special Olympics Berlin_Day 3
Title:	Special Olympics Berlin_Day 6
Release Date:	2023-06-15
Individual Credits:	Sarah Mooslechner, Head of Strategy & Social Media
Individual Credits:	Marcel Parcharidis, Director Social Media & Content Creation
Individual Credits:	Johann Wurz, Content Creator
Individual Credits:	Tim Jacobs, Executive Creative Director
Individual Credits:	Thorsten Kurzawe, Group Account Director
Individual Credits:	Joe Signon, Content Creator
Individual Credits:	Natalie Dedreux, Content Creator
Individual Credits:	Melvin Voss, Content Creator
Individual Credits:	Frieder Besuch, Content Creator
Individual Credits:	Niklas Kroppa, Content Creator
Individual Credits:	Christian Pohler, Content Creator
Individual Credits:	Jan Grünig, Content Creator
Individual Credits:	Rosa Langer, Inklusionsberaterin
Individual Credits:	Udo Schäfer, Associate Creative Director
Individual Credits:	Leandros Charalambis, Associate Creative Director
Individual Credits:	Sabrina Wirges, Senior Account Manager
Individual Credits:	Andrea Keller, Senior Account Manager
Individual Credits:	Harald Kluth, Business Director
Individual Credits:	Roland Hanke, Media Planning Director
Individual Credits:	Marek Michels, CEO Germany & Nordics
Notes for Judging:	While many talk about inclusion, few actually live it. For Toyota, the Special Olympics World Games Berlin 2023 were the perfect opportunity to demonstrate its commitment to its brand value of inclusion to a wide audience. Toyota believes in the freedom that comes from unrestricted mobility and is driven by the goal of enabling "ever better mobility for all" and "ever better society for all". But simply covering the games would not have been enough. At the Special Olympics World Games Berlin 2023, people with intellectual disabilities took center stage, but were still underrepresented in all forms of broadcasting. Global media outlets reported live, but forgot to actively include the perspective, opinions and needs of people with intellectual disabilities. Toyota wanted to change this. The “Creators of Inclusion” were born. A truly inclusive social media team bringing together creators with and without intellectual disabilities - to share a new, under-represented and authentic perspective of the world's most inclusive sporting event. But most importantly, a social media team and a company that had the willingness and courage to try something outside the marketing comfort zone: To embark on a new and uncharted creative journey, to break away from established creative processes and to take a truly inclusive approach to collaboration. With the "Creators of Inclusion", Toyota gave people with intellectual disabilities a voice, a camera and a platform - and the audience the opportunity to question the diversity of their reality and make change possible. The results were impressive: over 65 million impressions, over 46 million video views, over 285,000 engagements, a 16.4% increase in ad recall and a 6.7% increase in sponsorship awareness. But most importantly, the “Creators of Inclusion” won the hearts of millions with their content, proving that inclusion doesn't have to be an illusion. The “Creators of Inclusion” were also a great opportunity to redefine the term "influencer" far beyond what we are used to, because we have a responsibility to give "influence" a more relevant meaning. As an inspiration and honest assessment of our approach, we created an emotional documentary of the journey for Toyota's YouTube channel, which has already received more than 100,000 video views. Our personal biggest learnings? With such a project, it's impossible to be impartial. We educated ourselves. We hired an inclusion consultant. We prepared everything we could ahead of time. But we always knew that there would be challenges and that we would have to be spontaneous and flexible - especially as none of us had experience of working with people with intellectual disabilities. But in the end the “Creators of Inclusion” was definitely the most emotional and personal project we have ever had, and also one of the easiest. True inclusion is not only not an illusion, but also easily achievable. Our creators with intellectual disabilities had opinions, ideas, and a will to learn new things. They were funny. They were collaborative. They had clear boundaries. In the end, we realized that inclusion is something you are personally responsible for and you have to actively do - mainly because we learnt that our preconceptions weren't true at all. And Toyota will keep going. Until real inclusion becomes the norm. So we reunited the “Creators of Inclusion” for the Special Olympics National Games 2024 in Thuringia, Germany. And Toyota will keep going. Until real inclusion becomes the norm.
Additional Credits:	Senol Kasapoglu, Manager Marketing Communication & Media, Toyota Germany Veronika Stankewitz, Specialist Strategic Partnerships & Marketing, Toyota Germany Katrin Schlautmann, Specialist Marketing Communication, Toyota Germany