AS I REALLY AM

Short List
ClientTOYOTA MOTOR ITALY
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleAS I REALLY AM
Product/ServiceTOYOTA
Entrant THE&PARTNERSHIP ITALY Rome, ITALY
Idea Creation THE&PARTNERSHIP ITALY Rome, ITALY
Media Placement THE&PARTNERSHIP ITALY Rome, ITALY
PR THE&PARTNERSHIP ITALY Rome, ITALY
Production FILMMASTER Milan, ITALY
Credits
Name Company Position
Fabrizio Caperna The&Partnership Creative Director
Giambattista Menna The&Partnership Senior Art Director
Roberto Ottolino The&Partnership Senior Copywriter
Eugenio Chiapparelli The&Partnership Senior Art Director
Luca Scarponi The&Partnership Senior Copywriter
Erwin Corio Flores The&Partnership Planning Director
Cristiano Casassa Mont The&Partnership Business Director
Marco Marinucci The&Partnership Account Director
Paola Giordo The&Partnership Account Supervisor
Serena Giovinazzo The&Partnership Account Manager
Federica Pasculli The&Partnership Project Manager
Cecilia Barberis The&Partnership Agency Producer
Lorenzo Cefis Filmmaster Productions Executive Producer
Nicole Lord Filmmaster Productions Producer
Philippe Tempelman Indio Film Director
Johan Wik Indio Editor
Pat Scola Pat Scola Director of Photography
Tom Poole Company 3 Colourist
Håkan Eriksson Håkan Eriksson Musician

Write a short summary of what happens in the film

Beatrice "Bebe" Vio, Paralympic fencing champion at Rio 2016, is sleeping in her bed. As she wakes up, she starts a monologue about her night dreams: she dreams about impossible things happening but, unexpectedly, never about getting back her lost limbs. Through a flashback about her last dream, we see her falling asleep and waking up on a deserted Middle Age bridge in Rome, having her prosthetic limbs on: we understand she has no regrets, because she dreams about herself as she really is. We come back to reality, where she is unceasingly training to finally achieve her impossible dream: winning the Gold Medal.

Cultural/Context information for the jury

The "Start Your Impossible" Olympics and Paralympics campaign is the biggest global effort ever made by Toyota Motor Company to shift the brand perception from a rational brand of 'car manufacturers' to a global leader in the wider field of human mobility. To properly reinforce the "Start Your Impossible" message in the Italian market, the local film stars an Italian celebrity, the Paralympic fencer Beatrice "Bebe" Vio, who lost all four limbs when she was just eleven but eventually rose to the status of gold medalist at the 2016 Rio Olympics. As Bebe is currently extremely popular in Italy, the script focused on a still unknown side of her life, in order to unveil a secret, powerful aspect of her personality.