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The Unbreakable

The Unbreakable

 

CELEBRATING THE MAGNIFICENCE OF THE HUMAN COURAGE

The Unbreakable is a digital contest. It's a Work of Art. And it's a TV series, an Award and a Commercial. But also, an Event and a Documentary. And it's designed to celebrate the magnificence of the human courage.

The Unbreakable is the latest chapter of the Toyota international campaign that has been working with the Olympic and Paralympic Games since 2017 to communicate its evolution from a car manufacturer to a global mobility company.

  • Activities
    UX research, Information architecture, Wireframes, Prototipes, Visual design, Art direction, Brand experience, Digital contest, Social media.

    Client
    Toyota Motor Italy

    Industy
    Automotive

 
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BEYOND THE FEAR OF NOT MAKING IT

Ahead of Tokyo 2020 Olympic Games, Toyota Italia wants to build a unique connection between Italian talent and Japanese tradition.

Seven athletes from the Toyota Team talked about the hardest moments they faced in their sporting or personal lives and how they managed to overcome them.

Each of them received a unique sculpture designed to be broken and then restored by an artist using the kintsugi technique: the ancient Japanese art of repairing a broken object with gold, through which the wound is not hidden but celebrated, thus turning it into its most precious part.

 
 
 
 

THE BEAUTY OF PATIENCE

This collection of such inspirational stories was told in a 7 episode docuseries aired on the Sky channels, as well as in a social campaign and in a unique TV commercial made specifically during the lockdown.

However, in order to further celebrate this symbol of resilience and turn it into a source of inspiration for others, we created The Impossible Award.

We have selected seven talents, seven exceptional personalities that have overcome their personal limitations or the social prejudices to redefine the rules of mobility: from Sofa Corradi, creator of the Erasmus study program, to Mattia Barbarossa, the youngest founder of a space company in the world.

Through a digital contest, we asked the Toyota community to vote online for the most exciting story, to give away a trip to Tokyo 2020.

 
 
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EXPERIENCE STRONG EMOTIONS

As Design Lead, I designed the campaign website started by the definition of technical and functional requirements. Then, with the UX team we created the User Personas and went over different scenarios considering all the possible needs, purposes and behaviours of users. Finally, we developed the information architecture and navigation flows up to the design of the interactions and the user interfaces.

The prevalent social nature of this project made us decide to develop the site from a mobile-first perspective to encourage the fruition and the sharing of video content.

 
 
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A STORY OF SPORT, A STORY OF LIFE

Special attention was paid to how to view and vote for the videos in the competition while making the entire registration process for the campaign easier. The main goal was to allow the user to see all the videos of the competition in sequence, without interruption, while, at the same time, giving them the possibility to learn more about each contestant through a tab accessible by simply scrolling down, at the end of which the user could resume the video.

The concept of the project and the competition is shown with a scrollytelling, which maximizes the users' involvement by making use of the space and turning it into a narrative element.

The digital experience was optimized through multiple design, prototyping, and usability testing cycles with users that made the interface easy and quick to use, especially on mobile devices. Overall, the campaign generated 7.8 million video views, with an engagement of 6.0 million and a reach of 9.7 million.

 
 
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— Thank you for watching

 
 
 

Agency: The&Partnership Italia

Client: Toyota Motor Italia

Executive Creative Director: André Moreira

Creative Director: Fabrizio Caperna

Senior Art Director: Giambattista Menna

Senior Copywriter: Roberto Ottolino

Strategy Director: Erwin Corio Flores

Digital Project Lead: Fabrizio Nahum

Design Lead: Simone Perriccioli

UX/UI Designer: Hristo Ivanov

UX/UI Designer: Sergio Spadavecchia

Web Development: Stanga1