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Spain: Challenging gender stereotypes wins big at Effectiveness Awards

Volkswagen campaign “The doll that chose to drive” wins AEA Spain’s Effectiveness Grand Prix

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The Spanish Association of Advertisers (AEA) held the 19th edition of their annual Advertising Effectiveness Awards (Premios a la Eficacia) in Madrid.

This year’s Effectiveness Grand Prix went to Audi/Volkswagen Spain and agency Proximity Barcelona for their animated Christmas campaign “The doll that chose to drive”. The viral short film challenged gender stereotypes with the message “Playing, like driving, should not be influenced by gender stereotypes”. The campaign also won the Gold for Best Integrated Campaign and Best Earned Media, as well as for the special category Brand Social Responsibility.

Agency of the Year went to DDB Spain. Other Effectiveness winners include Nestlé, Johnson & Johnson, Tous Designer House, Campofrío Food Group, among others.

For more information, please visit the event website or contact AEA.