Multicultural EXPERIMENTS
EXPERIMENT 1: SENTRICON / LAUNCH CAMPAIGN
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IDEA: quita tu casa del menu. para siempre.
WIth more Latinos owning homes, Sentricon, the #1 termite system globally, saw an opportunity to tap into this rapidly growing segment of the American population. The news: Super Termites!
TRANSLATION: TAKE YOUR HOME OFF THE MENU. PERMANENTLY.
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EXPERIMENT 1: SENTRICON / phase 2
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IDEA: quita tu casa del menu. para siempre.
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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. Creative ran in Times Square en español.
TRANSLATION: PURE HUSTLE. LIKE YOU.
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EXPERIMENT 3: yves rocher sebo végétal
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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.
TRANSLATION: BE BOTANICAL
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EXPERIMENT 4: heineken
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It’s all about the beer / superheroes
Long before Heineken was paying for superhero branded entertainment with Paul Rudd, we were doing it organically. This spot helped ignite the transformation of Heineken from an upscale frat boy beer to the multicultural one you see today.
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It’s all about the beer / disturbance
Heineken had 2 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, recognized at Cannes + The One Show.
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IDEA: it’s all about the beer / the heineken 5 pack
This spot ran everywhere in the world where there’s a Christmas and is the 2nd longest running holiday beer spot in history (next to Corona’s masterpiece “O’ Tannenbaum)”. The 5 pack was so successful, it was remade for Asia.
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