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Roberto Alcázar from Identity Medibrands: With the campaign Who’s Bad?! for Sling TV we debuted a new business model
Liz Unamo| 29 de agosto de 2016
El actor Danny Trejo es la imagen central de la nueva campaña
Sling TV launches a new multiplatform campaign titled Who’s Bad?! designed by the agency Identity Mediabrands, whose main image is the awarded Hollywood actor, Danny Trejo. Roberto Alcázar, Executive Creative Director of the agency, explained to PRODU that Who’s Bad?! is the campaign in which Identity’s new business model makes its debut. “With it, we are coming out of the closet as a creative, cross-cultural, and integrated media agency. This campaign, which is the one we originally won the account for the Hispanic market had the effect on the client that we expected from the beginning: That they realized that it also works for the general market. And that is how it continued to grow until it became the biggest integrated marketing effort the brand has made up to this date, since it is also the first nationwide campaign the brand makes.”Alcázar commented that the insight developed in the campaign is based on placing Sling TV as the solution to all the consumer frustrations with the traditional pay TV model, and Danny Trejo reflects that feeling. “Any risky campaign needs a client that is willing to take a position. Our client not only gave us permission to take this position, he pushed us up to the last moment to be even more daring.”For the choice of the character, they explored many actors, but in the obsession to find a powerful, memorable and above all credible voice, “someone who says thing the way they are, outspokenly, the option of Danny came naturally.”
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