What does an iconic brand famous for its Southern heritage have in common with Hispanics? A lot, but Hispanics didn’t know it. So we drew on the shared values of generosity, hospitality and sense of community to turn a casual familiarity with the brand into a deep connection.
For Hispanics, a meal is about much more than food. It’s a chance to nourish the spirit as well as the body; a way of thinking embodied by the phrase, “Buen Provecho”.
For our campaign launch, we helped real Hispanics show their gratitude to those special people in their lives with a sweet surprise, and a meal.
Remember Fall, 2016? It was a time of uncertainty and divisiveness for everyone. Especially for Hispanics.
So how does a cable company communicate a bilingual voice remote to millennial Hispanics at a time like this? Cable was surely the last thing on our audience’s mind.
So we decided to take a stand for our Hispanic audience and make them feel heard.
Since the X1 Voice Remote understands commands in Spanish and English, we turned it into a symbol of cultural unity to highlight how multiple cultures and languages make America beautiful.
At the heart of the campaign was a bilingual spoken word performance co-created with up and coming millennial artists. Rhymes and rhythms were used to seamlessly combine two languages and deliver one powerful message of hope and unity.
We launched the campaign during two of the biggest celebrations of bicultural music and life: The Latin American Music Awards and the Latin Billboard Awards.
It all starts with one, uno que tiene el poder de dos (one with the power of two)
Dos idiomas son más. (Two languages are more) We're reaching critical mass.
Hagamos un mundo (Let's create a world) where mundane is something unknown.
The world I envision no tiene división (has no division)
Language Choice 2016
After the success of the 2015 campaign, we explored relatable situations for our audience, with a twist of humor. Consecuently, this campaign broke previous records of brand awareness and sales.
Language Choice 2015
To launch Xfinity X1, the first bilingual entertainment experience of its kind, we dramatized a simple truth that every bilingual person can relate to: bilinguals don't just speak two languages, they fluidly switch between their languages depending on the situation and the emotions involved. We connected with US Hispanics by saying: since you do this in life, shouldn't you also be able to do it with your entertainment?
This campaign achieved astonishing results: 217% increase in subscribers and cemented Xfinity as a culturally attuned brand truly committed to Hispanics. It also received Gold at Jay Chiat Awards for Product Creation.
Hardest. Job. Ever.
CMPB The Most Difficult Job in the World
If someone offered you an unpaid job with long hours and crazy requirements, would you take it? For Mother’s Day, we secretly filmed unsuspecting job interviewees to prove that Moms have the most difficult job in the world. USH Awards 2014 - Digital.
The first image bank to fight Alzheimer's
Unforgettable was a personal project that lived during Alzheimer's awareness month. It allowed anyone to help raise awareness and funds for research and care by donating something we all have: memories.
We partnered with IMGembed, an online image warehouse that allows anyone to sell and purchase images. With this technology, anyone could visit Unforgettable.com and donate their photos to help beat Alzheimer's.
Our collection was quickly filled with user submissions and many of them were purchased with 100% proceeds going to Alzheimer's awareness and research.
To drive people to donate, we partnered with industry websites like Taxi and served screen take overs inviting people to donate their #tbt to the collection.
Do it in style
Known for its reliable products, Toshiba was set to launch a new line of beautifully redesigned laptops in Latin America. We needed to be stylish and yet remain accessible.
So our campaign highlighted the universal insight that no matter how fashionable our computers are, we’re still going to use them to do ordinary, silly or mundane things.
This print campaign ran in all 14 countries in the region.
Los Felinos de la Noche
How do you convince US Hispanics to switch from their favorite small insurance agents to a giant like State Farm? We helped the company get closer to Hispanics by creating a campaign that stepped beyond advertising and into Hispanics’ lives. We backed an unknown traditional Mexican band as they toured, recorded an album and even starred in their own reality TV show on Telemundo. Their first single was about the real struggles they faced when they arrived in the US with nothing and was called "Ahí estoy" which is State Farm's tagline in Spanish.
- One Show Entertainment Bronze Pencil for Branded Content.
- Ad Age's Top 50 of 2009
- The Bill Bernbach Award
- Gold Addys Branded Content and Innovation
Content: State Farm- Los Felinos De La Noche.
Hispanic media reacts to Los Felinos
It's true: many car advertisers promise consumers a lot in their commercials. And people don't believe them anymore. But, what if we laughed together with our consumers at the category clichés? That's how the Ford Focus became one of the top three cars in sales in the US Hispanic Market.
Ford Focus Sublimminal - Case Study
The last newspaper
For years, the newspaper industry had been shrinking. But that didn’t deter a celebrated Argentinean journalist from starting a new independent newspaper from scratch, to tell news and help the public understand the implications of political events. We helped him to launch it and become the third most sold newspaper in the country.
Among other tactics, we developed a documentary following the creation of the first issue, from its inception to the moment it hit the streets. Since the documentary aired on primetime the night before the first issue was released, Argentineans woke up to find the issue they learned about on TV right in their newsstands.
Content: Crítica de la Argentina
5AM OR 5PM
I took some of these pictures at 5am and some at 5pm. Which is which?