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After the launch of Toyota’s Olympics and Paralympics ‘Start Your Impossible’ campaign celebrating elite athletes who’d overcome the seemingly impossible, we decided to extend this celebration to people from all walks of life, shining a light on their remarkable stories – and drawing parallels to Toyota inventing the impossible – a hydrogen-powered car, Mirai, whose only by-product was pure water. It turned a feat of engineering excellence into an emotive story of human endeavour and accomplishment.


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