Page 106 - HMC 2021 HISPANIC MARKET GUIDE
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    Aldo Quevedo, principal, creative director, LERMA/, spoke of the resourcefulness of the agency when reformulating the Cinco
de Mayo digital campaign for Avocados From Mexico (AFM) due
to the pandemic. “The program # HomemadeCinco for Avocados From Mexico was unique because it was launched right at the start of the COVID-19 lockdown. We had to scrap the original idea, which featured
a shopper element and restaurant alliance, despite the production being well underway”.
When we understood
that people were quarantined in their homes, we had to go back to the drawing board, come up with new ideas, present them, produce them and put them on the air—
all in less than
two weeks!
Aldo Quevedo
Principal, Creative Director, LERMA/
Cinco de Mayo by LERMA/
“The campaign’s success is a testament to the focus and collaboration that exists between our departments, our teams and our clients.” The result
was a new digital program encouraging consumers to dip into Cinco with homemade guacamole creations while at the same time providing much-needed entertainment and food inspiration while homebound.
   In Toyota’s The Journey, Conill collaborated with creative studio LOBO to develop an animated short aimed at a cross-cultural audiences promoting a unified message of family, love, and togetherness.
The Journey is a story about a dad who sets on a road trip with his
son to chase a lost letter to Santa, only to realize that bonding with his son is the biggest treasure he could possibly find.
Gustavo Sarkis
Chief Creative Officer, Conill
“2020 was a tough year for everyone; however, one positive thing that this crisis has taught us is that there is nothing more important than those that you love—and that’s something everyone can relate to.”
 The Journey by Conill
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