TOYOTA - ‘sHare the Journey’ | special olympics world games
The 2015 Special Olympics World Games, which took place in Los Angeles July 25 - August 2, 2015. It was the largest sports- and humanitarian event of the year and the biggest event in Los Angeles since the 1984 Olympic Games. The Games are inspirational and transformational as the international community around those with intellectual disabilities showcases their expertise. As the official automotive sponsor, Toyota’s mission was to share the spirit of the games physically and emotionally.
The road to the Games isn’t just about getting there, but the personal and emotional journeys that led us there.
We created a campaign documenting the hometown heroes that featured local ambassador and athlete stories, while leveraging the local neighborhoods and dealers near the Games to build a lasting legacy of Toyota’s humanitarian effort in the Los Angeles community. By sharing the spirit of the games, the spirit of the athletes, the mural creation process and the creative inspiration of the Special Olympics Athletes with a mission to get as many people as possible to “touch” the games.
This 360 social and digital campaign resulted in more than 1.2 billion media impressions and more than 33 thousand visits to the Share the Journey Toyota site. The impact also lives on through 3 renowned-artist murals in Los Angeles and 4 emotional Toyota-branded videos that feature the heartwarming athlete stories.
ANTHEM
Explore Toyota’s “Share the Journey” campaign for the 2015 Special Olympics World Games. Toyota partnered with MCLA and commissioned three murals inspired by Special Olympic athletes and their journeys to the games. Artists Kent Twitchell, David Flores, and Cryptik created murals featuring Special Olympics Athletes and their stories. Share in the spirit of the games and use #ShareTheJourney, and visit ShareTheJourney.Toyota.com
BEHIND THE ART: DAVID FLORES MURAL FOR SPECIAL OLYMPICS WORLD GAMES 2015
California muralist David Flores explains the inspiration behind his Special Olympics-themed mural.
BEHIND THE ART: CRYPTIK CREATES “THE GREATEST” MURAL FOR SPECIAL OLYMPICS WORLD GAMES 2015
Muralist Cryptik explains the inspiration behind “The Greatest,” his Special Olympics-themed mural featuring Special Olympics athletes.
BEHIND THE ART: MONUMENT TO THE SPECIAL OLYMPICS: KENT TWITCHELL MURAL
Kent Twitchell is one of the world’s leading muralists, and his monumental figures are long familiar to Angelinos. He is famous for his larger-than-life, photo-realistic, mural portraits often of celebrities and artists. Here is the story behind "Monument to the Special Olympics" by Kent Twitchell featuring Olympic Athlete Rafer Johnson and Special Olympics Athlete Loretta Claiborne.
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