LatinWorks “Ponle Acento”

I recently took a position at Scoppechio in Louisville, KY, and found myself being the only Latino in the creative department. It’s been a learning experience, making sure Spanish rules are followed correctly, especially when I’m told I am picky about accents.

This campaign by LatinWorks has resonated with me a lot. An immigration truth that is the basis for their campaign, most Latinos lose a bit of their identity when they become American citizens: the accent in their names. In an American sport where 27% of the players are of Hispanic descent, none of them have the proper accent in their last names on their jerseys. So, the campaign drove Hispanic players to embrace their heritage by adding accents to their names on their jerseys. Soon the idea became a cultural movement that celebrities and fans alike joined by the millions, changing America’s pastime forever.

It might not be much to most people, but to someone like myself, the accent is an important part of who I am and identifies me as a Latino.

Read more about this campaign online at adweek.com here: https://www.adweek.com/creativity/how-an-ad-agency-got-major-league-baseball-to-put-spanish-accents-on-its-jerseys/

All right about this campaign belong to LatinWorks and the Major League Baseball Association.

Credits:

Agency: LatinWorks ECD: Gabriel García / Sergio Alcocer CD: Morris Dávila / Daniel Lobatón ACD CW: Alberto Calva / Alejandro Egozcue / Alejandro Peré ACD AD: Keith Etter / Fernando Suárez CW: Paul Carpenter Producer: Michael McLaughlin / Chuy Hernández Executive Account Director & Partner: Christy Kranik Group Account Directors: Melissa Trepinski / Jaime González-Mir Account Manager: Maureen Brown / David Woolverton Planning: Marc Wilson Client: Major League Baseball Director Brand and Advertising: Felicia Principe. Brand Manager: Matthew Slamon / Joe Calafiore

Production: Nunchaku Director: Clara Aranovich

Target Visual campaign for Target for the US Hispanic market.

Background: The ad agency Latinworks came to us with the brief to visualize a campaign towards the US Hispanic market for the big retail chain Target. The campaign was based around words that was hard to translate from Spanish to English. Words that had deeper meanings than just one simple word translation. Our job was to visualise the campaigns different posts in social media, spread out over a year.

The Case: The meaning of every word got to decide the style and content of every post. For example the word “Madrugar” means to get out of bed earlier than usual. This post was planned for the first day of school in August when parents woke their children up earlier than normal to prepare them for their big day. To do this we created a loving breakfast made for the child and built the word “Madrugar” entirely out of corn flakes. Every post was entirely made by hand and the films were made in stop motion.

Nouvelle semaine, nouvelle sélection des meilleures publicités provenant du monde entier. Douceur, bulles et perfection dans ce spot qui fait la promotion du téléviseur Bravia 4K, signé DDB LONDON. Une publicité inhabituelle pour une banque réalisée par Publicis pour le compte de BNPARIBAS/FORTIS. Snickers et l'agence LATINWORKS proposent un spot spécial Halloween. Et on termine avec SAATCHI&SAATCHI pour Skol avec une soirée comme on aimerait en vivre, sous l'eau.