The MAAs aims to recognise and reward successful marketing initiatives and thought leadership in the South African marketing industry. Winners are chosen based on a criterion of effectiveness and entries must prove to have contributed to the business’s bottom line.

The Toyota Rush launch campaign was based on an insight around what FCB dubbed as 'Aspiration Fatigue' in South African advertising. This led to a campaign that had the goal of replacing the flash and bling usually flaunted by hip-hop superstars with travel experiences enabled by the Toyota Rush.

The result was a campaign that achieved high levels of praise on social media, which also scored highly in Kantar’s Adtrack and shifted positive online sentiment.

According to Toyota, the campaign far exceeded its sales projections, enabling the Toyota Rush to claim the second spot on the market share podium among its competitors in six months. 

The awards saw a total of 480 entries, of which 41 finalists were announced and 11 winners awarded.

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