With Xfinity X1, the first bilingual entertainment system of its kind, we saw an opportunity to do something more meaningful than a typical cable company product campaign. Launching in fall 2016, while the US was flooded with divisive rhetoric, we wanted to send a positive message to the nation. And who better than US bicultural Hispanics to be the voice for this message, since speaking two languages and being part of two cultures is a metaphor for unity and harmony.
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. 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.
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
lotto / REVAMPING THE LOTTERY
Lotto, the main product of Ecuador’s Lotería Nacional, was no longer relevant. So we relaunched the whole brand starting with the logo. Our campaign was based on the product's most important attribute: one winner takes all the prize money. And to that we added a local insight: Once people find out you have money, they treat you differently.
Since the target audience really loved talk shows, we produced two 30" TVCs in that style with the talent and crew of a popular Ecuadorian talk show, and ran them during the show itself. The spots featured a Lotto winner who had to hide his identity with a mask to avoid neighbors and relatives who were after his money. One of these gold diggers claimed that the winner was the father of her child, but her only proof was that the kid had a similar mask.
In addition, we partnered with the producers, talent and writers of the most popular prime time TV comedy show to create a special episode based on the campaign. As a result, the brand tagline became part of popular culture: Es para ti solito (It's for you and only you.)
This was the first branded content case in the country, and its success forced the TV network to create a department dedicated to handling all similar requests from other advertisers.
As a result, Lotto became the best selling Loteria Nacional product. Our campaign became the most remembered lottery campaign in the market, receiving an Effie 3 years later for most memorable campaign. It also received more than 10 different local and Latin American awards. It is also featured on DDB Worldwide's Best Of 2006 Reel.
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
5AM OR 5PM
I took some of these pictures at 5am and some at 5pm. Which is which?