Toyota welcomes Australians to ‘Team Everyone’ in sponsorship marketing campaign via Gemba  

Toyota Australia has launched its latest sponsorship marketing campaign “Team Everyone” for the Paris 2024 Olympic and Paralympic Games. Developed by Gemba, the campaign shines a spotlight on the brand’s ongoing support of Australian sport, from grassroots communities to Olympic and Paralympic athletes on their journey to Paris.

The Games provide a rare moment in time when every Australian unites behind a single team. ‘Team Everyone’ harnesses this unity, telling stories of the communities that help elite athletes achieve their dream; the fans, community athletes, the volunteers, and Toyota.

Gemba led the integrated campaign that is rolling out across social, digital and national out-of-home, as well as through extensive internal engagement in Toyota offices around the country. Toyota Ambassadors Jess Fox, Ryley Batt and Ellie Cole feature across the campaign, alongside grassroots participants, volunteers and Toyota teammates.

Highlights include a social content series of surprise-and-delight films that connect Toyota Ambassadors with aspiring Olympians and Paralympians of the future. Across three videos, we meet young Riley, Gemma, and Maddy who tell their own stories of the passionate people who support their athletic journeys and how their heroes have inspired them.

Says Boyd Hicklin, executive creative director, Gemba: “It takes a village to raise an Olympian or Paralympian. The incredible young athletes featured in our Team Everyone content are testament to that truth – with their families, coaches, local clubs, volunteers and entire communities rallying behind them. Every step, every supportive gesture, really does matter in the realisation of a dream. That’s what Team Everyone is all about, and why every single Australian is invited to join in, because we’re all part of it. Their success, their joy, their triumph, and even their heartbreak, becomes ours, too.”

In addition, Gemba led the creative national out-of-home (OOH) execution in collaboration with Toyota’s Media agency Spark Media. Across over 1500 OOH sites nationally, Toyota featured a message which encouraged all Australians to join Team Everyone throughout the Games.

Says Vin Naidoo, chief marketing officer, Toyota: “Toyota is a proud supporter of the Australian Olympic and Paralympic Teams and the communities that support them in their journey to Paris. For a moment in time, all eyes and ears of the nation are firmly on the Olympic and Paralympic Games, cheering on our athletes in their quest for gold. It is our honour to shine a light on everything that goes into supporting them in achieving their dreams. We’re with you, every step of the way.”

The Toyota Team Everyone Campaign is live throughout the 2024 Olympic and Paralympic Games.

Client: Toyota Australia
Senior Manager, Marketing Integration: Anthony Nobile
Manager, Events, Sponsorship and Promotions: Ellie Gibbs
Senior Sponsorship and Events Specialist: Allison Fitzsimons

Agency: Gemba
Executive Creative Director: Boyd Hicklin
Production Manager: Tim Guggenheimer
Campaign Art Direction: Julia Mancuso
Account Director: Jess Connor
Account Manager: Chrissie Molloy
Head of Marketing Strategy: Adam Hodge
Senior Marketing Consultant: Rennie Gilchrist

Director: Nick Snelling
Director of Photography: Paul van Kan
Photographer: Brett Hemmings
Retoucher: Jason Riddell
Second Cameras: Chris Ras, Toby Henslop
Sound Capture: Clifford McBride, Tim Pitot
Editor: David Farnsworth
Music & Sound Design: Jonny Higgins
Colourist: Tim Wreyford
Casting Director: Mariel Thomas
Media: Spark Foundry
Social: Red Havas