{"id":58550,"date":"2021-06-07T20:01:29","date_gmt":"2021-06-07T18:01:29","guid":{"rendered":"http:\/\/www.abmnews.com\/blog\/?p=58550"},"modified":"2021-06-07T20:01:31","modified_gmt":"2021-06-07T18:01:31","slug":"verso-le-olimpiadi-tokyo-2020-toyota-e-rai-pubblicita-presentano-the-unbreakable","status":"publish","type":"post","link":"http:\/\/www.abmnews.com\/blog\/verso-le-olimpiadi-tokyo-2020-toyota-e-rai-pubblicita-presentano-the-unbreakable\/","title":{"rendered":"VERSO LE OLIMPIADI TOKYO 2020: TOYOTA E RAI PUBBLICIT\u00c0 PRESENTANO \u2018THE UNBREAKABLE\u2019"},"content":{"rendered":"\n
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Nell\u2019anno delle tanto attese Olimpiadi e Paralimpiadi – che si svolgeranno dal 23 luglio all\u20198 agosto a Tokyo -Toyota vuole riaffermare i valori che la legano al mondo dello sport.<\/p>\n

Il rinvio dei Giochi a causa del Covid ha rappresentato l\u2019occasione per rinnovare, grazie ad una partnership con Rai Pubblicit\u00e0, il format \u2018The Unbreakable<\/b>\u2019 lanciato lo scorso anno e basato sui valori della campagna globale \u2018Start Your Impossible\u2019, ispirata alla partnership con i Comitati Olimpici e Paralimpici (1)<\/sup>. In Italia infatti la stretta collaborazione con il CONI e il CIP ha portato alla nascita di un Toyota Team, formato da atleti italiani appartenenti alle varie discipline Olimpiche e Paralimpiche, alcuni dei quali protagonisti della nuova stagione di \u201cThe Unbreakable\u201d.<\/p>\n

Gli \u2018Unbreakable\u2019 sono persone fuori dal comune, che hanno affrontato e superato con coraggio sfide difficilissime, fisiche o emotive, e che di fronte a insuccessi o avversit\u00e0 sono rinati pi\u00f9 forti di prima.<\/p>\n

Il nuovo format \u2018The Unbreakable\u2019 (2)<\/sup>, andr\u00e0 in onda a partire da luned\u00ec 7 giugno in esclusiva su RaiPlay, su Rai Sport dal 21 giugno al 19 luglio e su Rai 2 dal 19 giugno al 17 luglio.<\/p>\n

Vedr\u00e0 come protagonisti 5 atleti<\/b>: Vanessa Ferrari<\/b>\u00a0(ginnastica artistica),\u00a0Arianna Fontana<\/b>\u00a0(short track),\u00a0Clemente Russo<\/b>\u00a0(pugilato),\u00a0Bebe Vio<\/b>\u00a0(scherma paralimpica) e\u00a0Francesca Piccinini<\/b>\u00a0(pallavolo).<\/p>\n

In perfetto stile \u2018Unbreakable\u2019, in ognuno dei 5 episodi, Eleonora Abbagnato<\/b>, \u00e9toile di caratura internazionale e direttrice del corpo di ballo del Teatro dell’Opera di Roma, incontra gli atleti per uno scambio di vedute sincero e profondo sul successo, la sconfitta, e l’importanza di saper ritornare pi\u00f9 forti e maturi all’indomani dei momenti pi\u00f9 critici.<\/p>\n

Il filo conduttore del format, che unisce il talento italiano con la tradizione artistica giapponese, \u00e8 il\u00a0Kintsugi<\/b>, l’antica tecnica di restauro – che impiega oro puro a 24 carati per riparare i frammenti di un oggetto rotto – e che si trasforma in una metafora di rinascita, dove gli atleti protagonisti hanno saputo riempire d\u2019oro le proprie cicatrici e trasformarle nella parte pi\u00f9 preziosa della loro vita.\u00a0<\/p>\n

\u201cLa nostra storia \u00e8 da sempre caratterizzata dai valori della sfida e della perseveranza nel superamento dei propri limiti, comuni al mondo dello sport<\/i> \u2013 commenta Luigi Ksawery Luca\u2019, AD Toyota Motor Italia<\/b>. Ci fa particolarmente piacere lanciare questo progetto con Rai Pubblicit\u00e0 proprio in questo momento, per trasmettere anche un messaggio di positivit\u00e0 in una fase storica in cui ci stiamo preparando ad una nuova rinascita.\u201d<\/i><\/p>\n

\u201cSiamo orgogliosi di aver creato insieme a Toyota un progetto legato ai valori pi\u00f9 profondi dello sport e delle Olimpiadi. Inclusione, rispetto, fatica e successo sono valori che si sposano perfettamente con la mission del Servizio Pubblico. Un progetto crossmediale che avr\u00e0 il suo cuore in RaiPlay e culminer\u00e0 con uno show evento su Rai1 coniugando, ancora una volta in maniera innovativa, il digitale e la TV generalista\u201d<\/i> ha commentato Gian Paolo Tagliavia, AD di Rai Pubblicit\u00e0<\/b>.<\/p>\n

Il 22 luglio, ritroveremo i 5 \u2018Unbreakable\u2019 in uno show evento dallo Stadio dei Marmi a Roma, subito dopo il TG1 serale, in attesa dell\u2019accensione della fiamma olimpica. L\u2019evento sar\u00e0 trasmesso anche il 23 luglio su Rai2, in testa alla cerimonia di apertura delle Olimpiadi, e su RaiPlay. Tutti i contenuti andranno inoltre ad arricchire la pagina di RaiPlay dedicata al progetto. I profili social di RaiPlay, degli atleti e dell\u2019\u00e9toile Eleonora Abbagnato, insieme a quelli di Rai Pubblicit\u00e0 e Toyota, accompagneranno il pubblico fino alla cerimonia di chiusura delle Olimpiadi di Tokyo 2020 l\u20198 agosto.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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