GRAN CENTENARIO
Don’t Be A Gringo
IDEA: “Being a Gringo” isn’t about race, nationality, language, or skin color—it’s about a behavior. And despite how much Americans love Mexican culture, too many get caught up in clichés and fall into those “Gringo” habits when celebrating it.
RESULTS: An organic audience reach of 1m+ and 37k+ engagements in the first month, with 82% positive sentiment across all social platforms. Brand sentiment across multi-platform mentions of Gran Centenario was 70% positive. Earned media included BusinessWire and the front page of Adweek.
THE HERO SPOT
DON’T BE A GRINGO
I had the distinct privilege of writing the spot from top to bottom, and was a major player in our small-but-very-mighty creative team that helped bring this thing to life—from inception to post-production to launch.
INFLUENCER CONTENT
Our talent partners also helped us spread our heroic message on their own platforms.
And since we were having so much fun, we decided to capture a bunch of extra content. Which I wrote, also.
MARGS ALL DAY
PIÑATA
¿EN SERIO?
STUPID COCKTAIL
and remember…
ECD: Matthew Walker
COPY: George Comatas
ART: Jess Méndez
PRODUCTION: Melissa Recine, Nadia Taleb
TALENT: Abelardo Campuzano, Shiadanni
FILM DIRECTION: Adriana Cruz