Bronze Winner/Multimedia

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Toyota's Matrix Musica

Agency: Conill, Los Angeles

The only winner in the Multimedia category introduced this year, Toyota's Matrix Musica site lets users download free music in unusual variations, like reggae or hip-hop, of traditional Latin songs, living up to the site's pledge to be "Tan unico como tu" ("As unique as you are"). People were driv-en to the site by radio spots highlighting the unusual music, and an empty CD sleeve in a bilingual ad in Rolling Stone that says, "Don't blame the mailman or your neighbor; the free music is at" Information on more than 20,000 potential Matrix car buyers was collected on the site.