Toyota’s Sandy Relief Doc Aims to Drive 1MM Meal Donations

June 25, 2013

Nine months after Superstorm Sandy created havoc along the East coast, communities are still feeling its devastating effects.  To help in the recovery process, Toyota, along with 360i, recently launched its “Meals Per Hour” program – a partnership with Food Bank For New York City to help residents in New York’s Far Rockaways who were severely impacted by the storm’s power.

Toyota brought in their manufacturing production team who then teamed up with Food Bank For New York City to see how they could use their combined expertise to improve a food distribution program in one of the affected communities that was still struggling to get back on its feet.  We followed the story as the team worked to improve and maximize operations – and to bring about real, positive change to people in need.

In an effort to portray the story through the eyes of those on the ground and in the thick of it, Toyota gave a group of influencers, selected by 360i, the freedom to tell the story in their own unique ways.  We ensured that the influencers were actively engaged by letting them join in with the process – even packing and distributing boxes themselves. The resulting deep engagement led to a more emotional and genuine storytelling experience.

To raise awareness for the program, Toyota commissioned the super influential film production and design company Supermarché—the team behind CATFISH, Paranormal Activity, and the award-winning “Dear Sophie” spot for Google —to create a documentary of the experience over the past couple of months.

The creative and heartfelt mini-documentary debuted last week and, within its first 24 hours, caught the attention of hundreds of thousands worldwide. Besides creating awareness for the program—which has already seen Toyota donate 250,000 meals to the organization— each view of the inspiring short-film will result in Toyota donating yet another meal (up to 1 million meals) to Food Bank For New York City.

So far, the video has already received more than 750,000 views and is on track to reach its 1 million views, 1 million meals goal. You can view the documentary and help us donate here: You can learn more about the effort in Adweek.

Cover photo via Toyota Google Plus