Hispanizando
Modelo
THE ASK
> How can Modelo help preserve Hispanic culture by preserving the Spanish language in America?
> How can Modelo help preserve Hispanic culture by preserving the Spanish language in America?
MY HYPERFIXATION
> 80% of American-born Hispanics don’t speak Spanish for fear of not being accepted. Shouldn’t all things American welcome them here? And by all things, we mean all things – like good ol’ American beer.
> 80% of American-born Hispanics don’t speak Spanish for fear of not being accepted. Shouldn’t all things American welcome them here? And by all things, we mean all things – like good ol’ American beer.
THE MESSAGE
> Hispanizando reimagines Modelo’s top U.S. competitor brands and shows how they would be in Spanish, declaring a truce for a good cause: celebrating Hispanic culture.
> Hispanizando reimagines Modelo’s top U.S. competitor brands and shows how they would be in Spanish, declaring a truce for a good cause: celebrating Hispanic culture.
> We’ll show off the new packaging of competitor brands in Spanish, celebrating the truce for Hispanic Heritage Month.
GUERRILLA
> During Hispanic Heritage Month, we’ll start a guerrilla marketing campaign by creating stickers of Bud Light’s, Miller Lite’s, and Budweiser’s Spanish versions and placing them on their packages at supermarkets across the U.S. The stickers will have a QR code that redirects the user to Modelo’s website, where they’ll find our campaign’s mission.
OOH
> We’ll speak directly to these brands by placing billboards in front of their headquarters.
SOCIAL
> To keep the conversation going online, we’ll ask people what other name options in Spanish they’d give to Bud Light, Miller Lite, and Budweiser.
> To keep the conversation going online, we’ll ask people what other name options in Spanish they’d give to Bud Light, Miller Lite, and Budweiser.
Art Director - Stella Ramirez
Copywriter - Cecilia Gamo Castellanos
Copywriter - Cecilia Gamo Castellanos