Activists Condemn Toyota’s Sponsorship
The eco-resistance movement in Paris has taken a bold stand against Toyota’s sponsorship of the 2024 Summer Olympic Games. Activists have launched a campaign with over 100 guerrilla advertisements in key locations throughout Paris and five other major French cities. The advertisements, reported by The Art Newspaper, aim to draw attention to the automaker’s significant greenhouse gas emissions.
Guerrilla Art Campaign Highlights Environmental Concerns
Coordinated by the Paris-based Résistance à l’Agression Publicitaire (RAP) and the Brandalism collective, these guerrilla artworks criticize the Olympic organizing committee for partnering with organizations that they claim are major polluters. The posters, installed in bus stop ad spaces between July 22 and July 25 in Paris, Lille, Lyon, Saint-Étienne, Strasbourg, and Rennes, specifically target Toyota’s environmental impact.
“Toyota Continues to Pollute,” Say Activists
Activist Sonnie Bird stated on the Brandalism blog, “As the world shifts away from fossil fuels, Toyota stubbornly continues to produce millions more oil-powered vehicles every year. If Toyota were a country its greenhouse gas emissions would outrank all but eleven of the countries participating in this year’s Games, many of which are already on the front lines of climate breakdown.”
Artworks Depict Toyota’s Environmental Impact
One notable artwork by Michelle Tylicki features a gold medal with the Toyota logo dripping in oil, accompanied by the statement, “Toyota, proud to be the most polluting sponsor of the 2024 Olympic Games.” Other posters reimagine famous artworks, such as Leonardo’s Mona Lisa and Van Gogh’s Starry Night, to include Toyota vehicles and their pollution. These are paired with the message, “Art belongs in Paris. Giant polluters do not.”
Toyota’s Emissions Surpass France’s National Emissions
In 2022, Toyota’s emissions totaled 575 million tons of carbon dioxide, surpassing France’s national emissions and accounting for 1.5 percent of global carbon dioxide emissions. This alarming statistic underscores the activists’ message about the automaker’s significant environmental impact.
Olympic Games Criticised for Polluting Sponsors
The 33rd Olympic Games have faced criticism from climate groups over sponsorship by companies such as Toyota, Air France, and steelmaker ArcelorMittal. A recent report predicts that this year’s Olympics will be the hottest on record, with athletes sharing testimonies of experiencing extreme heat in their sports.
Report Highlights Combined Emissions of Major Sponsors
The UK-based Badvertising campaign calculated that the combined carbon emissions from the sponsorship deals of the three most polluting sponsors are equivalent to eight coal power plants operating for a year. This stark comparison further amplifies the concerns raised by eco-activists.
Toyota’s Response Pending
As of now, a Toyota representative has not responded to requests for comment on the environmental criticisms and the guerrilla art campaign targeting the company’s sponsorship of the Olympic Games.
Feature Image: A poster attacking Toyota’s environmental record was surreptitiously installed in a bus stop in Paris’s Place d’ItalieCAMILLE ABOUDARAM
