The Xfinity X1 entertainment system makes it easy to access a huge range of in-language content from around the world with just one voice command.
So to launch this feature, we decided to put millennial biculturals at the heart of the campaign: the very people who would benefit most from being able to stay in contact with their culture of origin through in-language movies and TV shows. We found a parallel between X1 and biculturals: X1 makes searching for content look easy, and biculturals make combining two cultures look easy too.This insight led us to our platform: Impossibly Easy.
To bring the idea to life, we partnered with twin Indian-American dancers, Poonam & Prianka - and Asian-American Bboy and freestyler, Gyroe The Magnificent. We created bespoke choreographies that seamlessly incorporated the X1 Voice Remote, and that blended American styles with South-Asian and Asian styles.
These performances were captured for online videos and broadcast - and the campaign was amplified by organic content shared by the performers on their own social platforms.
Director: Michael Gracey.
Musical performance: Blimes.
Impossibly easy: Gyroe
Impossibly easy: Poonam & Priyanka
Comcast Xfinity: Beautifully Bilingual
Fall, 2016. 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?
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.
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)
The Art of Falling
These are online videos produced for Got Milk’s sub-brand, Bones Love Milk in partnership with pro snowboarder Trevor Jacob.
The Art of Falling: Parkour
The Art of Falling: The Fighter
Comcast Xfinity: Family TV night
Yes, we love our families and we like to spend time with them. But that doesn't mean we share the same taste in shows and movies.
The Stream app was introduced to solve that issue, allowing every member of the family to watch what they want at the same time, with the same account. Just like the saying goes, "Families that don't watch TV together, stay together."
Chick-fil-A: Buen Provecho
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 our campaign launch, we helped real Hispanics show their gratitude to those special people in their lives with a sweet surprise, and a meal.
Ronald & Erika
Comcast Xfinity: Langue Choice 2015
Our task was to launch the first bilingual entertainment system. So 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 increased subscribers by 217%, earning awards like Gold Jay Chiat, Effies and Silver USH.
Comcast Xfinity: Language Choice 2016
This is how we extended the campaign the following year.
California Milk Processor Board: The most difficult job
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.
This video went viral and received a USH Award for Digital.
Alzheimer's Association: An image bank to fight Alzheimer's
This is a passion project that went live for Alzheimer's awareness month in 2014. It was a website that allowed anyone to help the Alzheimer's Association by donating something different: memories.
By signing up on Unforgettable.com, anyone could upload their own personal photos, donating them to a special image bank. When any of these images were used or purchased, the proceeds went directly to the Alzheimer's Association California Chapter.
The strategic partner that made this possible was IMGembed, a pioneering startup in image embedding technology, which back then was a new concept. Another strategic partner was the design website Taxi, where screen take overs invited people to donate their #tbt.
By the end of the month, Unforgettable.com collected around 6,000 images from people all over California, fulfilling its goal to raise funds and awareness for Alzheimer's.
Responsible from client: Jean Dickinson.
Toshiba: 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.
State Farm: 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 formed a traditional Mexican band and followed them 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.
This project won One Show Entertainment Bronze Pencil for Branded Content and was featured in Ad Age's Top 50 ranking.