Multicultural EXPERIMENTS
EXPERIMENT 1: SENTRICON
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IDEA: TAKE YOUR HOME OFF THE MENU. PERMANENTLY.
WIth more Latinos owning homes, Sentricon, the #1 termite control system globally, saw an opportunity to tap into this rapidly growing segment of the American population.
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EXPERIMENT 2: Brother
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IDEA: PURO HUSTLE. ASÍ COMO TÚ.
brother wanted to get their hardworking printers into the hands of Hispanic small business owners. We won the pitch by showcasing people who shared the same kind of puro hustle as their printers. This is the Perdomo brothers—owners of 18 very impressive Miami barbershops.
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EXPERIMENT 3: yves rocher
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IDEA: se botanical
Founded exclusively on the philosophy of using botanical ingredients, “Be Botanical” serves as both a call to action and an unmistakable nod to the brand’s flower-based DNA.
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EXPERIMENT 4.1: heineken SUPERHEROES
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IDEA: superheroes welcome their newest member due to his ability to turn anything he touches into a heineken.
Long before Heineken was paying for superhero branded entertainment, we were doing it organically with original superheroes. This campaign (It’s All About the Beer 2.0) ignited the transformation of Heineken USA from an upscale frat boy beer to the multicultural one you see today.
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EXPERIMENT 4.2: HEINEKEN SUPER BOWL
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IDEA: WHEN A BARBACK DROPS A CASE OF HEINEKEN, MEN EVERYWHERE FEEL A DISTURBANCE IN THE FORCE.
Heineken had two rules: No Super Bowl ads and never show a bottle of Heineken breaking—so we did both. This spot consistently makes the 10 Best Heineken Spots of All Time list.
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EXPERIMENT 4.3: heineken holiday
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IDEA: the heineken 5 pack: HAVING JUST wrappED a six pack as a present, he decides to GIFT himself one.
This ran everywhere in the world and is the second longest running holiday spot in history next to Corona’s “O’ Tannenbaum.” It was so successful, it was remade shot for shot in Asia.
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