| Title | AS I REALLY AM |
| Brand | TOYOTA MOTOR ITALY |
| Product/Service | TOYOTA |
| Category |
A12. Corporate Social Responsibility (CSR) / Corporate Image |
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Entrant
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THE&PARTNERSHIP ITALY Rome, ITALY
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Idea Creation
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THE&PARTNERSHIP ITALY Rome, ITALY
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Media Placement
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THE&PARTNERSHIP ITALY Rome, ITALY
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PR
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THE&PARTNERSHIP ITALY Rome, ITALY
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Production
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FILMMASTER Milan, ITALY
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Credits
| 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.