Toyota & Paralympics - See Like Menna
"THIS INCREDIBLE INSTAGRAM ACCOUNT LETS YOU SEE WHAT IT’S ACTUALLY LIKE TO SKI WITH A VISUAL IMPAIRMENT"
- BBC News.
As the Official Mobility Sponsor of the Paralympics, Toyota was on a mission to change the world's perceptions of Paralympic athletes.
@SeeLikeMenna is an Instagram experience that lets you see the world through the eyes of Menna Fitzpatrick, a visually impaired Paralympic skier with only 3% vision. Using data from Menna’s medical records, we partnered with the Royal National Institute for the Blind to replicate exactly what Menna sees in a way that was disruptive to Instagram.
We brought people along on Menna’s journey as she became Britain’s most decorated Winter Paralympian of all time, while changing the way we see Paralympians. The campaign was discussed on hundreds of television segments worldwide and sparked a global conversation.
- Project Roles
- Copywriter, Creative Director
- Saatchi & Saatchi LA
- Art Direction, Content Management, Copywriting, Creative Direction, Design, Management of Teams 20+, Musical Effects
- Branded Content, Commercials - Video, Interactive Videos, Photography, Social Media Content
- Project Industries
- Advertising, Automotive, Education, Health/Pharma, Media, Sports, Technology