Louis Maldonado of d expósito & Partners: AARP’s campaign was based on an insight that rings true with the Hispanic 50-plus audience

For Louis Maldonado, Partner and General Director at d expósito & Partners the creation and development of AARP’s campaign was one of the most exciting experiences over their five years of working with the foundation. “Research showed the Dedicarte a ti… (Doing more for yourself) strategy was based on a powerful insight that argues strongly with the Hispanic 50-plus audience” he told PRODU. He explained that the creative team took this strategy and developed fresh, energetic work that helped to tell the brand story while tightly weaving it within Hispanic culture in an organic and believable way “using iconic music and a mnemonic device based on the culturally significant adage, ‘Salud, Dinero y Amor’”. AARP’s new campaign uses additional communicational elements, including online video content, print ads, radio spots, web/mobile displays, event activation and a web micro-site. “It was a gratifying experience to partner with AARP throughout the creative process, who supported us in developing this groundbreaking, original work at a time when many clients are tempted to adapt creative general market work based on the misguided rationale of ‘total market’ integration” Maldonado added.