THE UNBREAKABLE - SEASON 2

TitleTHE UNBREAKABLE - SEASON 2
BrandTOYOTA
Product/ServiceTOYOTA
Category D01. Use of Brand or Product Integration into a Programme or Platform
Entrant THE&PARTNERSHIP ITALY Rome, ITALY
Idea Creation THE&PARTNERSHIP ITALY Rome, ITALY
Media Placement THE&PARTNERSHIP ITALY Rome, ITALY
Production CONSORZIO GRUPPO EVENTI Roma, ITALY
Credits
Name Company Position
Fabrizio Caperna The&Partnership Italy Creative Director
Paolo Dolcini The&Partnership Italy Business Director
Giambattista Menna The&Partnership Italy Senior Art Director
Roberto Ottolino The&Partnership Italy Senior Copywriter
Marco Marinucci The&Partnership Italy Account Director
Eugenia Vitale The&Partnership Italy Account Supervisor
Erminia Carotenuto The&Partnership Italy Account Manager
Annalisa Zara The&Partnership Italy Branded Content Lead
Anna Maria Ebreo The&Partnership Italy Senior Branded Content Manager

Why is this work relevant for Media?

Because for the first time ever in Italy, a major brand was featured in a 10’ prime time branded content crafted in partnership with Italian national TV broadcaster.

Background

After the success of the first season of The Unbreakable, aired in 2020 on Sky channels, we took the rescheduling of Tokyo 2020 as a chance to craft a second season of the format, designed and planned to reach a larger audience. The main goal of the campaign was enlightening the role of Toyota as one of the main sponsors of both Olympic and Paralymoic Committees, through an emotional content format designed as a part of the larger Start Your Impossible communication platform.

Describe the creative idea / insights (30% of vote)

Wounds are what makes us unique: the Japanese art of Kintsugi uses pure gold to repair what has been broken, to make it stronger and shinier: ahead of Tokyo 2020 we wanted to inspire Italian athletes and Italian audience through a TV driven branded content where injuries and failures are celebrated as a core part of success.

Describe the strategy (20% of vote)

We partnered with the Italian national TV to spread The Unbreakable message to the widest audience, thanks to a hybrid approach. The episodes were both published on Rai Play, the broadcaster on demand streaming platform, and planned on traditional television, in order to reach people of any age.

Describe the execution (20% of vote)

In 2021 a new season of The Unbreakable was scheduled to inspire simply all the people: an enriched platform made in partnership with the Italian national TV to spread the message to a wider audience. Five Italian champions who made the history of sport, Vanessa Ferrari, Arianna Fontana, Francesca Piccinini, Clemente Russo, Bebe Vio, interviewed by the international étoile Eleonora Abbagnato to talk about the hardest moment they overcame in their career who made them stronger. 5 x 15’ NEW EPISODES 5 x 80” SHORT FILMS 5 x 30” TV & RADIO COMMERCIALS DEDICATED SOCIAL COVERAGE ON RAI, TOYOTA AND TALENTS CHANNELS And, for the first time ever in Italy, a major brand was featured in a 10’ prime time branded content: a special show first aired on July 22nd evening, and again right before the Olympics opening ceremony, with an outstanding live performance by an international star: James Blunt.

List the results (30% of vote)

3.3 MLN TV AUDIENCE 16.6% TV SHARE 81% POSITIVE SENTIMENT +61% BRAND OPINION