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Toyota HSR

The HSR (Human Support Robot) is one of Toyota’s robotics concepts now under development as part of the company’s global mission to provide freedom of mobility for all. 


The Toyota Research Institute (TRI) is taking the lead in developing advanced technologies that can provide practical help for elderly and disabled people and those recovering from illness or injury. With its highly maneuverable, compact, and lightweight cylindrical body and folding arm, the HSR can pick up objects up off the floor and take items from shelves, capabilities which could prove useful help with everyday tasks, for people whose mobility is limited through physical impairment or convalescence from injury or treatment. 


We created a campaign to showcase this cutting-edge robotics technology and celebrate Toyota’s fantastic partnerships with Team GB and ParalympicsGB. The short film features four Toyota ambassadors and Team GB and ParalympicsGB athletes: cyclist Laura Kenny, sport climber Shauna Coxey, sprinter Jonnie Peacock and swimmer Alice Tai.


The lighthearted storyline shows them being sent an HSR to help with their training for Tokyo 2020, but instead of taking advantage of the advanced robot’s full capabilities, they put it to work doing daily chores, such as walking the dog, ironing and carrying shopping.


The campaign went live across cinema, VOD, social and channel sponsorship.


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