The Juju » Don’t throw in the towel

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Toyota

Don’t throw in the towel

The campaign celebrates Toyota’s partnership with Colombian Paralympic swimmer, Nelson Crispín, and highlights his spirit of self-improvement.

Through a message from his mother, who motivates him not to throw in the towel or give up, the campaign appeals to emotion. This concept was materialized in a towel that was created exclusively to accompany him in the Paris 2024 Paralympic Games and became his trademark.

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