Martín Cerri of Walton Isaacson: The success of Turn Ignorance Around campaign was that people embraced it

A great idea can come together with consumers’ support, if they are persuaded to be involved in it, said Martin Cerri, Creative Director at Walton Isaacson. That’s the case of Turn Ignorance Around campaign. “The success of Turn Ignorance Around campaign was that people embraced it. This made it viral and, I’ll dare saying, that maybe it’s one of the biggest social media campaigns ever in the Hispanic market history, due to the level of engagement and because of its crossover” Cerri explained. Cerri described the campaign details during the AHAA annual conference -held from April 18 to 20 in Miami-. “Other minorities, even people in the general market, decided to embrace the campaign message and liked the way we turned around something negative to something positive.”