Hispanic Creative Greats Highlight Great Hispanic Creative
There's not much to say about an ad:tech session that focuses on creative since its so subjective. However, during the Creative Showcase: The Best of Latin America moderated by AHAA Immediate Past Chairman and Parliamentarian Carl Kravetz, Media 8 Digital Marketing Executive Creative Director Gustavo Garcia presented work his agency did which maximized the notion Hispanic women love to talk about beauty and all the product that go along with beautifying oneself.
Garcia presented work done for Unilever which combined the Caress, Dove and Suave brands into a site that features three sets of two women who would engage in conversation about beauty from various approaches and backgrounds. Also highlighted on the site was the importance of the stylist to Hispanic women and the influence they can have on a women's choice of style and her product selection. Two stylists were featured in videos offering tips, information and the usual stylist-style banter. It all came together very nicely.
Molla presented some work his agency did for Virgin Mobile which made it perfectly normal to not be normal with a campaign that encompassed all media including wacky videos of a man with dog ears, a woman with a shrunken head and a man on a treadmill with bouncing breasts. There's no point in explaining it. Just experience it here. (Or at least when the site decides to return from where ever it went.)
All in all, some nice work that spoke to the unique, intrinsic nature of it's target audience.
