The postponement of the Games due to Covid represented an opportunity to renew, thanks to a partnership with Rai Advertising, the format ‘The Unbreakable’ launched last year and based on the values of the global campaign ‘Start Your Impossible’, inspired by the partnership with the Olympic and Paralympic Committees. In Italy, in fact, the close collaboration with CONI and CIP has led to the birth of a Toyota Team, made up of Italian athletes belonging to the various Olympic and Paralympic disciplines, some of whom are protagonists of the new season of “The Unbreakable”. The ‘Unbreakable’ are people out of the ordinary, who have bravely faced and overcome very difficult challenges, physical or emotional, and who in the face of failure or adversity are reborn stronger than before. The new format ‘The Unbreakable’ will be broadcast starting from Monday 7 June exclusively on RaiPlay, on Rai Sport from 21 June to 19 July and on Rai 2 from 19 June to 17 July. It will see 5 athletes as protagonists: Vanessa Ferrari (artistic gymnastics), Arianna Fontana (short track), Clemente Russo (boxing), Bebe Vio (Paralympic fencing) and Francesca Piccinini (volleyball). In perfect ‘Unbreakable’ style, in each of the 5 episodes, Eleonora Abbagnato, e’toile of international caliber and director of the corps de ballet of the Teatro dell’Opera di Roma, meets the athletes for a sincere and profound exchange of views on success, the defeat, and the importance of being able to return stronger and more mature in the aftermath of the most critical moments. The leitmotif of the format, which combines Italian talent with Japanese artistic tradition, is the Kintsugi, the ancient restoration technique – which uses pure 24-carat gold to repair the fragments of a broken object – and which is transformed into a metaphor of rebirth, where the protagonists have been able to fill their scars with gold and transform them into the most precious part of their life. “Our history has always been characterized by the values of challenge and perseverance in overcoming one’s own limits, common to the world of sport – comments Luigi Ksawery Luca ‘, CEO of Toyota Motor Italia. We are particularly pleased to launch this project with Rai Advertising. right at this moment, to also transmit a message of positivity in a historical phase in which we are preparing for a new rebirth. ” “We are proud to have created together with Toyota a project linked to the deepest values of sport and the Olympics. Inclusion, respect, effort and success are values that go perfectly with the mission of the Public Service. A cross-media project that will have the its heart in RaiPlay and will culminate with an event show on Rai1 combining, once again in an innovative way, digital and generalist TV “commented Gian Paolo Tagliavia, CEO of Rai Advertising. On July 22nd, we will meet the 5 ‘Unbreakable’ in a show event from the Stadio dei Marmi in Rome, immediately after the evening TG1, waiting for the Olympic flame to be lit. The event will also be broadcast on 23 July on Rai2, leading the opening ceremony of the Olympics, and on RaiPlay. All the contents will also enrich the RaiPlay page dedicated to the project. The social profiles of RaiPlay, the athletes and the Eleonora Abbagnato e’toile, together with those of Rai Advertising and Toyota, will accompany the public until the closing ceremony of the Tokyo 2020 Olympics on 8 August. (ITALPRESS). tvi / com 07-Jun-21 16:33
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