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 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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IDEA: se bonita
“Se Bonita” is a play on words as it is the brand’s name (Sebo) and also a call to action to “Be Bonita”—not only in terms of having beautiful skin but also in the sense of using natural botanical ingredients with healing properties that are inherently beautiful in themselves.
TRANSLATION: BE BEAUTIFUL
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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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