Advertising is going through one of the most incredible moments
in history.
The ability to cross disciplines to create integrated work is giving great
business solutions for brands. In consequence, creativity is going through
one of the most challenging moments in time.
But challenge means better.
The following are examples of current platforms created for different brands. At the end, you will find individual pieces that I consider conceptually strong from the pre-platform era.
Kicking results - On going World Cup Campaign
Objective: To turn soccer fans into a AT&T U-verse TV an Internet services fans by creating a relevant and engaging Platform.
Solution: Create an emotional Campaign that can live for a period of time, starting by supporting the Mexican National Team (current property) and eventually live by itself.
Tactic:
•Corazón de Campeón Heart of Champion overall concept.
•We create a song and a Videoclip that make mexican fans (76% of USH population) feel proud of their team, their history, their roots. Used on events, games, youtube, facebook/attlatino.
•Activations on stadiums where the MNT played including a half time life performance of the singers (Jesse and Joy).
•Website www.corazoncampeon.net with the story of the song. More to come as the World Cup approaches.
•TV spot that runs every time the MNT plays.
Next: Without reveling that much, the next stage is to make all this effort work as a platform for specific product campaign.
Results:
•The campaign still on going, so far we have 132,000+ views on youtube and great engagement on facebook/attlatino
Video Oficial de Jesse y Joy: Corazón de Campeón
Promoted content
Objective: To attract new subscribers to AT&T U-verse TV.
Solution: Create a branding campaign using the actual programing content, as the content.
Tactic:
To create a simple yet impactul and memorable campaign to run it on facebook/attlatino, store pop and print.
Promoted content
Promoted content
Healthcare within your reach.
Objective: To launch Anthem Blue Cross and Blue Shield in the USH market.
Solution: Create an emotional branding campaign that help us to connect at an emotional level with the potencial costumers at the begining then at the rational/objective level by using proof point.
Tactic:
We create a Branding and benefit especific TV spots, radio spots, digital banner (on production) and we link everything to a Univision property” “Hola Doctor”, that give us the leverage, rich and support on a trusted advisor.
This way we were able to create a big, impactful and smart campaign with a lot of visibility, complemented with event activations.
Branding TV Spot
Tactic:
We create a Branding and benefit especific TV spots, radio spots, digital banner (on production) and we link everything to a Univision property” “Hola Doctor”, that give us the leverage, rich and support on a trusted advisor.
Multicultural goes Global.
Leading the Hispanic effort, we found a celebrity that was relevant all around the word regardless of the language. We created an integrated campaign in collaboration with BBDO's
Global Team that included a strong interactive component, print, TV and content.
We shot the still photographs and TV spot, and I conducted the interviews for content in Prague. A PR program was directed to influencers and a DRTV (Direct Response TV) utilized previous databases to create a direct approach.
Leading the Hispanic effort we found a personality that could be relevant all around the word, beyond language.
Using existing data, we were able to increase the response rate using this integrated effort.
n addition this DRTV spot gave us the opportunity to accomplish our acquisition objective.
Gael García Bernal Interview.
Finished in different languages and featuring Gael García Bernal, André 3000 and Adrien Brody, this was teh best way to create a relevant Multicultural approach.
"From the 3 Kings to my King"
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
"From Silent Night to a Great Night"
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
"From Daddy to Papi"
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
Print Ad. This is the Christmas campaign using the idea of "Give yourself a handsome man" using women as the target.
Orgullosa - The biggest Hispanic Platform for P&G.
Orgullosa is an "Scale Program" that is looking to help Latinas to change all negative perception of submissiveness and passivity by empowering and celebrating their unique roles. With almost 200,000 active followers this is one the most successful integrated efforts in the market that lives on Social Media, online, PR, TV segments, OOH, tremor parties, and coupon booklets.
www.facbook.com/orgullosa
www.orgullosa.com
Orgullosa is an "Scale Program" that is looking to help Latinas to change all negative perception of submissiveness and passivity by empowering and celebrating their unique roles. With almost 200,000 active followers this is one the most successful integrated efforts in the market that lives on Social Media, online, PR, TV segments, OOH, tremor parties, and coupon booklets.
www.facbook.com/orgullosa
www.orgullosa.com
Orgullosa - Print Ad
A real label was placed on top of the page.
A real label was placed on top of the page.
Orgullosa - Print Ad
Reveal.
Reveal.
Orgullosa - Content.
This is one of multiple videos that lives on www.orgullosa.com, originally produced and distributed to bloggers and influencers, getting tremendous traction and visibility to the program.
This is one of multiple videos that lives on www.orgullosa.com, originally produced and distributed to bloggers and influencers, getting tremendous traction and visibility to the program.
AT&T goes bicultural.
This campaign represents a clear example of an integrated and bicultural campaign for
This campaign represents a clear example of an integrated and bicultural campaign for
U-verse TV and High Speed Internet. Data has been our driver. We identify our target beyond their language running Branding and Direct Response TV spots in General Market and Hispanic Networks tha have generated a spike in responses. The other components are a bilingual Direct Mail and an active participation on Social Media, including an App featuring William Levy.
www.facebook.com/attlatino
www.facebook.com/attlatino
AT&T goes bicultural.
Awareness and DRTV spots for AT&T High Speed Internet.
Awareness and DRTV spots for AT&T High Speed Internet.
AT&T goes bicultural.
Awareness and DRTV spots for AT&T U-verse TV.
Awareness and DRTV spots for AT&T U-verse TV.
AT&T goes bicultural.
As a part of the year long campaign we this was their first bicultural Awareness spot running in General Market Networks with an impressive response, bigger than GM.
As a part of the year long campaign we this was their first bicultural Awareness spot running in General Market Networks with an impressive response, bigger than GM.
AT&T goes bicultural.
Second bicultural spot running in General Market Networks based on GM campaign.
Second bicultural spot running in General Market Networks based on GM campaign.
USH Duracell integrated initiative.
Probably the most ambitious initiative in years that includes multiple touch points and the very first unique program for the Hispanic Market: Ponte las Pilas (put your batteries in), that includes a Documentary directed by John Leguizamo currently under production.
The whole program for the Hispanic Market.
As a way to close the gap between the functional and emotional connection with the brand, we present the idea of this app, which represents a business idea that will generate a new revenue stream.
By simply taking a picture of a battery operated device, we will allow our consumers to gather all their devices in one place and remind them later when it’s time to replace the battery.
Once the time to replace it comes, they will receive an alert, as well as coupons from partner retailers using Passbook link.
Currently under development.
Content.
Video Show that integrates battery operated devices with education. Re-skining existing educative apps and the connection trough tablets and mobile phones will help to create
a database to enable push notification an a loyalty program while we empower kids through education.
Beta phase.
Beta phase.
Content.
Video Show that empowers kid's education trough video games. An other way to create
a database that enables notifications and a loyalty program while we empower education within kids. The main prize will be to see you super hero powered by education in a real
video game.
Beta phase.
Beta phase.
This integrated effort started with a Direct Response effort utilizing direct mail and Social Media, earned TV and radio spots. Plus we curated an exhibit and organized workshops
for kids. For the last 4 years, this has been one of the most rewarded project we have
worked on, surpassing our attendance objectives and winning awards.
The exhibit.
Content: Mile-llennials - A journey on pop culture.
Everybody talks about Millennials, but wouldn't it be better if we let them talk? This is my latest project and is currently in the making. We start with a series of articles written by girls and guys that I met in different environments. The content was so rich and has helped me to better understand how this generation thinks and sees life, so much so that I decided to turn it into
Everybody talks about Millennials, but wouldn't it be better if we let them talk? This is my latest project and is currently in the making. We start with a series of articles written by girls and guys that I met in different environments. The content was so rich and has helped me to better understand how this generation thinks and sees life, so much so that I decided to turn it into
a documentary.
JCPenney - Cry
Hyundai - Love
"Find your first love".
Lay's - Honking Horn.
"Completely happy because now Lay's has only half of the saturated fat and 100% sunflower oil. Perfect happiness".
Lay's - Latin Heat.
"Alfonso lost his Latin blood through a transfusion, but he's completely happy because now Lay's has only half of the saturated fat and 100% sunflower oil. Perfect happiness".
Hyundai - Print Ad.
"Feel Free"
Hyundai - Print Ad.
AT&T - Direct Mail Aquisision Campaign.
Award winning campaign with two mail drops giving the recipients the bad news and the proof that its TV is cheating on them because she's tired of the bad TV service they currently have.
Cheetos Flamin' Hot.
Launching of the new hottest flavor. Print and OOH.
Launching of the new hottest flavor. Print and OOH.
Cheetos Flamin' Hot.
Launching of the new hottest flavor.Print and OOH.
Launching of the new hottest flavor.Print and OOH.
Nationwide Insurance.
Magazine Ad.
Magazine Ad.
Content development.
We have established a strong relationship with Universal Records, Sony Music, Estefan Enterprises, Lions Gate, Vevo, This Moment and Google, as well as with many directors and production companies that can help us to develop any program in the most efficient way.
