The auto brand emphasizes its mobility mission with an Instagram account that shows viewers what a Paralympic athlete sees

To help audiences connect with Paralympic skier Menna Fitzpatrick, Toyota created a special Instagram account that takes fans behind the scenes and into her life. Part of the car manufacturer's “Start Your Impossible” campaign, @SeeLikeMenna contains photos and video footage of the 18-year-old visually-impaired skier hitting the slopes or training on her early-morning runs.

All of the images are filtered to 3% of normal vision to recreate Fitzpatick's experience, helping impart the campaign's message of possibility and perseverance. The project, made in collaboration with Saatchi & Saatchi, Dentsu and Archer's Mark, fits into Toyota's goal to brand itself as a mobility company whose products and services reach beyond automobiles and embrace entire lifestyles.

Toyota


Lead Image: Female ski driver via Shutterstock

To help audiences connect with Paralympic skier Menna Fitzpatrick, Toyota created a special Instagram account that takes fans behind the scenes and into her life. Part of the car manufacturer's “Start Your Impossible” campaign, @SeeLikeMenna contains photos and video footage of the 18-year-old visually-impaired skier hitting the slopes or training on her early-morning runs.

You know what they say, happy coach, happy life. I may only have 3% vision, but my sighted guide Jen and I still reach top speeds of 100 km/h. That’s faster than you can say PyeongChang Winter Games! 🎿❄️ #Paralympics #StartYourImpossible