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Toyota campaign “Driving how you think” wins AEA Effectiveness Grand Prix
A campaign which encourages people to reflect on mobility and embrace change to make the world a better place, dubbed “Driving how you think” (Conduce como piensas), won this year’s Effectiveness Grand Prix at the 20th edition of the Advertising Effectiveness Awards (Premios a la Eficacia) hosted by the Spanish Association of Advertisers (AEA) in Madrid. The campaign was developed for Toyota Spain by agency The&Partnership for the car brand’s hybrid range. The campaign also won the Gold for Best Integrated Campaign and Best Product/Service Campaign.
AEA’s jury chose 109 finalist cases out of the 197 submitted cases and 38 awards were handed down during the awards ceremony. Agency of the Year went to DDB Spain, this is their fourth win. Other Effectiveness winners include Beiersdorf, Nestlé, Pernod Ricard, Telefónica, Vodafone, among others.