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Let's get into the good stuff...
Sol Beer (U.S.)
SOLar Umbrellas
The Sol brand team was in search of their next brand act. But, it wasn't to be just any brand act. It needed to address a real issue the Hispanic community cared about and allowed for Sol to contribute in an intentional, authentic way connected to the brand's purpose. And SOLar Umbrellas was born: Sol shined a light, both figuratively and literally, on a very real challenge that Hispanic street vendors face in the U.S.
The Sol brand team was in search of their next brand act. But, it wasn't to be just any brand act. It needed to address a real issue the Hispanic community cared about and allowed for Sol to contribute in an intentional, authentic way connected to the brand's purpose. And SOLar Umbrellas was born: Sol shined a light, both figuratively and literally, on a very real challenge that Hispanic street vendors face in the U.S.
Tobacco Free Florida | The Facts Now
The Facts Now is a platform within Tobacco Free Florida that aims to reduce the vape prevalence rate among Florida youth and young adults and educate them on the dangers of vaping. Our objective was to develop a new campaign that continued to address this issue and find a unique way to connect with our audience in this ever-evolving landscape. The cool side of vaping is what youth and young adults see on social media, but not many actually see what happens behind the screen (detrimental health effects - physical and emotional).
McDonald's HACER National Scholarship
An American Story
The HACER Scholarship has been around for 38 years, awarding $33MM to 17,000 Hispanic students in that time. Yet, this scholarship's impact had never been communicated. It was time for a celebration, and to show our audience (parents, students, educators, and the larger Hispanic community) what HACER had accomplished in its support for education in the community. To do this, we highlighted the amazing stories of 4 past scholarship recipients to show the power of HACER and also inspire the next generation of scholarship applicants.
The HACER Scholarship has been around for 38 years, awarding $33MM to 17,000 Hispanic students in that time. Yet, this scholarship's impact had never been communicated. It was time for a celebration, and to show our audience (parents, students, educators, and the larger Hispanic community) what HACER had accomplished in its support for education in the community. To do this, we highlighted the amazing stories of 4 past scholarship recipients to show the power of HACER and also inspire the next generation of scholarship applicants.
Sol Beer (U.S.)
Shine Your Way
Young Latinos (older Gen Z & Millennials) take pride in being Latino both in their collective and individual ways (through language, culture, art, fashion, music, and other forms of expression). The launch of Sol's Variety Pack looked to do the same. And, in staying true to its brand essence -- encourage people to "shine your way."
Young Latinos (older Gen Z & Millennials) take pride in being Latino both in their collective and individual ways (through language, culture, art, fashion, music, and other forms of expression). The launch of Sol's Variety Pack looked to do the same. And, in staying true to its brand essence -- encourage people to "shine your way."
Coors Light
Refresh The Beat
Coors Light is "made to chill," which on the surface is the exact opposite of the hustle DNA on the East coast. The brand was looking for a way to specifically speak to older Gen Z and Millennial Black Northeast consumers and show them where Coors Light fit into their hustle. We needed to find a way to bring this to life in a creative and culturally resonant way, which led to the creation of the Refresh the Beat campaign.
Coors Light is "made to chill," which on the surface is the exact opposite of the hustle DNA on the East coast. The brand was looking for a way to specifically speak to older Gen Z and Millennial Black Northeast consumers and show them where Coors Light fit into their hustle. We needed to find a way to bring this to life in a creative and culturally resonant way, which led to the creation of the Refresh the Beat campaign.
Polaris Slingshot
New 2021 Slingshot Lineup
There were new features and upgrades to the 2021 Slingshot lineup, so those were a natural inclusion of the campaign. However, in order to stand out and catch people's attention, we needed to play into how current and potential owners genuinely view Slingshot -- an extension of themselves (style, self-expression). Multiple ads were created to highlight different aspects.
There were new features and upgrades to the 2021 Slingshot lineup, so those were a natural inclusion of the campaign. However, in order to stand out and catch people's attention, we needed to play into how current and potential owners genuinely view Slingshot -- an extension of themselves (style, self-expression). Multiple ads were created to highlight different aspects.
Facebook
FB Elevate
The Facebook Elevate program sought to help Black and Latino communities across several specific audiences (SMB owners, content creators, community leaders, NPOs, students/job seekers). Through social-first storytelling, we identified a way to inspire and empower all audiences to take advantage of the various programs available.
The Facebook Elevate program sought to help Black and Latino communities across several specific audiences (SMB owners, content creators, community leaders, NPOs, students/job seekers). Through social-first storytelling, we identified a way to inspire and empower all audiences to take advantage of the various programs available.
airbnb
Airbnb was in search of a community-driven strategy to increase brand awareness, press coverage,
and favorability among Black and Latino travelers. A number of insights were identified across and within each travel audience in order to provide Airbnb with a sound, authentic approach.
and favorability among Black and Latino travelers. A number of insights were identified across and within each travel audience in order to provide Airbnb with a sound, authentic approach.
abbvie
Abbvie wanted to deepen their knowledge on Black Women (Gen Z & Millennials) to be more intentional and effective with their marketing; specifically in relation to a certain type of condition.
A Black Woman 101 cultural deep dive was developed, in tandem with condition-specific research to create the appropriate audience profile and persona.
A Black Woman 101 cultural deep dive was developed, in tandem with condition-specific research to create the appropriate audience profile and persona.
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