The Challenge

What is Strength? Some say it's to command a hundred with a single call. Some say it’s to lift the weight of the world. Toyota says the greatest power of humanity Iles in the courage to face vulnerability! That is the most important engine driving the world forward.

Toyota Taiwan has a proven track record of championing progress, mobility and societal change. As a brand we wanted to show the audience that strength lies within. In a year where the Taiwanese people were living through an election and inevitable change and challenges, how best to reach them but to show them how a loved public figure approaches her vulnerabilities.

The Solution

We invite the world’s most powerful woman, Olympic weightlifting gold medalist, Kuo Hsin Chun (Guo MeuChun), through her way of finding strength in vulnerability, she passes on strength to everyone, despite never having formally learned the skill or how to read music.

The Results

Amid political challenges and economic stagnation, with a presidential election deadlocked without a majority, people are filled with anxiety and uncertainty about the future. We need "The Strength to Move On”, Toyota invites the world's most powerful woman, Kuo Hsing Chun (Guo MeuChun), to share how she finds strength in vulnerability by playing the piano, she gently transfers this power to everyone’s heart. The film was released after Taiwan's presidential election, in an atmosphere where no party won. Its heartfelt message united people and sparked extensive media coverage, achieving over 5,000,000 views, and bringing a positive force to society.