Emotional story of a Polish girl, finalist in Toyota's international Dream Car initiative, featured in a global campaign created by Saatchi & Saatchi Poland.
Saatchi & Saatchi Poland, together with Toyota Motor Corporation Japan and Toyota Motor Europe, launched the next phase of Toyota's global initiative: TOYOTA DREAM CAR ART CONTEST. Toyota believes in the core idea of the initiative: “Every great idea starts with a dream.” For years, the brand has inspired generations of young, talented creators—artists, designers, inventors—and shared stories of dreamers with the courage to shape extraordinary concepts.
Toyota's contest since 2004
Toyota has been organizing the international children’s contest Toyota Dream Car since 2004, encouraging children worldwide to share their ideas for future vehicles. The Polish participant, Ola, entered the contest twice. In 2012, she achieved the title of finalist. Out of 90 entries from around the world, her project was selected among the 30 winning works. Her submission featured a mind-controlled car designed to assist people with disabilities.
Documentary film about Ola
Saatchi & Saatchi Poland, in collaboration with Papaya Films, created a 3-minute documentary-style story for Toyota, telling the inspiring journey of this remarkable Polish participant. The campaign was launched globally to inspire and encourage other children to share their dreams. Promotional activities include social media engagement on Facebook, Twitter, and YouTube.
youtube.com/watch
Emotion over facts
Saatchi & Saatchi Poland in Toyota’s global campaign
Stephane Rydlewski from Toyota Motor Europe explains:
This is not an easy task—telling the story of a dream and its creator in documentary form. The best documentaries balance facts and storytelling to reach the viewer’s imagination. I believe the team at Saatchi & Saatchi and Papaya Films succeeded in capturing the full essence of our initiative, especially by conveying the emotions behind it.
Bartosz Dombrowski, the film’s director, adds:
To create such an emotional and natural portrayal, thorough preparation is key. Where do you begin? We had to dive deeper into our protagonist Ola’s life—understand her joy, her sorrows, her world. We met her friends and family, and she showed us her favorite places. We built this story around her personal spaces, places that belong to her, where she feels safe and at home. This allowed her to forget the camera’s presence—and genuine emotions emerged.
Global campaign launch
The campaign launches globally on March 4, 2016.
Conclusion
Saatchi & Saatchi Poland, in collaboration with Toyota Motor Corporation Japan and Toyota Motor Europe, developed a global campaign around the Toyota Dream Car Art Contest. The central figure is Ola, a Polish finalist from 2012 who designed a mind-controlled car intended to assist people with disabilities. Her project was among the 30 winning submissions selected from 90 entries from around the world.
The 3-minute documentary was produced by Papaya Films and directed by Bartosz Dombrowski. The campaign launches globally on March 4, 2016, and includes promotional activities on Facebook, Twitter, and YouTube.
