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Conduce como piensas (Drive Like You Think) is one of the most recognized brand platforms by advertising professionals in Spain. 

The automotive category is used to selling cars through sophistication and aspirations. However, Toyota opted to do so from a social and ecological stance, taking its hybrid leadership as USP.

So, when it was proposed that I join the “Drive Like You Think” project, it seemed like a great opportunity to continue building a brand that has opted for a different, brave and honest path. 

Since the launch of this new communication platform, the brand has continued to improve its indices or awareness, reputation and notoriety, reaching at the end of 2018 historical records for the company.