yusong zhang


Toyota Olympics

The media buy that didn't exist

Saatchi LA / 2018

In 2018, Olympic and Paralympic Games return to NBC, the world’s-largest broadcaster of the Games. Sadly, the Paralympics receive significantly less media coverage.

As the official sponsor of the games, Toyota wanted to change that. How? We bought the media that didn't exist.

By increasing media investment across TV and digital platforms, far more than NBC had originally planned, we challenged the network to increase airtime for the Paralympics.

I also executed a TV spot and Print, along with other talented teams at Saatchi LA to bring the overall Toyota 2018 winter Olympics campaign to life.


Awards so far: 
Clios (Grand Clios Sports) - Media
Cannes Lion (Shortlists x 3) - Media
D&AD (wood) - Media
Cannes Lion (Gold) - Campaign


"Our (NBC) increase in coverage - nearly double the hours... would not be possible without the support of Toyota"

- Gary Zenkel (President of NBC)