MERCADEO Versión en español
Lucha vs. Virus, one of d exposito & Partners most renowned campaigns
Liz Unamo| 7 de diciembre de 2020
Campaña Lucha Vs Virus
Lucha vs. Virus has become one of d exposito & Partners most renowned campaigns due to its level of effectiveness in the Hispanic community, to the extent that the Ad Council chose to distribute it nationwide after the new surge of Covid-19 spread across the country, and in the light of the need for campaigns aimed at Latinos.“We saw the chance to create a culturally relevant message that would spark an emotional connection,” said the agency’s CCO Paco Olavarrieta. “It is a total agency initiative for a good cause. There is no client behind it with a big budget. It was all produced internally by the creative team – everything from the visual look to the print ads by Yury Vargas, the filters for Facebook and Instagram by Carmen Quang, the TV spots and online videos by Flavio Alvarez and our head editor JP – who used footage without having it look like footage – and photography by Erin Patrice O’Brien, who so selflessly did a great job. And of course, we had the support of Daisy Exposito and Jorge Ulla, who believed in the idea from the very start.” Another outstanding campaign was for Tajín, the Mexican seasoning, whose work had to be refocused due to the quarantine. “It was launched under the slogan ‘Snack Healthy,’ with good-for-you recipes featuring fruits and vegetables to help the homemaker feed her family well, in addition to providing the convenience of healthy snacks for the kids between their virtual classes, Zoom meetings, online yoga classes and more.” For 2020, the agency plans to launch the Tajin It brand campaign in English and Echale Tajin in Spanish. The agency also shot a TV campaign for Amica Insurance under the new distance production mechanism. “It was the first time either client or agency had done it, and it was a pleasant surprise to see how well it went thanks to the technology,” Olavarrieta said. “The production company did the shoot in Los Angeles while the agency-client connection via Zoom was established between Connecticut, New York and Florida.”Another project is for NYC Health & Hospitals, featuring such celebrities as John Leguizamo, Luis Guzman, Fat Joe and a number of social network influencers. “It’s a project to encourage New Yorkers to get their Covid-19 tests to stop the spread and help New York return to normal as soon as possible, with all the hustle and chaos that make it unique,” Olavarrieta said.
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