Toyota want you to see the Paralympics through the eyes of a partially sighted skier

By on Sunday, February 25, 2018

Toyota have created an Instagram account that lets viewers view training through the eyes of a partially sighted Paralympic skier.

The account @SeeLikeMenna follows Menna Fitzpatrick as she competes in her first Paralympic Games.

The account is posting video and pictures illustrating what it’s like to ski at 100 km per hour with only three percent vision.

There are also 360 videos on Facebook and YouTube.

To convey Fitzpatrick’s perception of the world as accurately as possible, a visual impairment filter was created in conjunction with Menna and guide Jennifer Kehoe, with input from the Royal National Institute for the Blind in London and a team of ophthalmic consultants.

The campaign is part of Toyota’s “Start Your Impossible” campaign which features Olympic and Paralympic athletes and everyday people with messages of inspiration and courage, as well as future technology, all of which work together to humanise mobility.

Toyota’s mission statement reads; ‘We want to make movement better for everyone, whether you’re 1 or 100 years old. As the Worldwide Official Mobility Partner of the International Olympic Committee and the International Paralympic Committee, we believe that when we are free to move, anything is possible.’

Agency Team: Saatchi and Saatchi, Dentsu and Archer’s Mark

Our Verdict: Medal-winning work

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