Toyota: Lepe's Payback

The campaign aimed to raise awareness for para-sports, inspire young aspiring para-athletes to pursue their passion, and encourage them to apply for scholarships provided by the Finnish Paralympic Committee. In collaboration with Toyota Finland, the campaign's broader objective was to convey Toyota's commitment to "Mobility for All" and showcase their support for future para-athletes.

Despite the existence of funding opportunities, the number of applicants had been relatively low, and there was a need to inspire and encourage a greater number of potential athletes to seek out and utilize the resources available to them.

Leo-Pekka Tähti, a highly decorated Paralympic gold medalist, played a pivotal role in the campaign by sharing his personal story as a former scholarship recipient. His journey from scholar to elite para-athlete inspired the core message: “If I could do it, so can you.” The film featured Leo-Pekka as both a mentor and a motivator, encouraging the next generation of para-athletes to apply for grants from the Finnish Paralympic Committee. The film, which was showcased in cinemas, highlighted Toyota’s commitment to accessibility and inclusion, portraying how the brand was helping create opportunities for all athletes, regardless of their abilities.

This campaign successfully boosted both the profile of para-sports and Toyota’s brand recognition, while also encouraging the next generation of para-athletes to pursue their dreams through the Finnish Paralympic Committee’s grants.