Multicultural - Services

Any effort for a service whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc. 

2024 GOLD

Found in Translation: The untold story of children who give a voice to generations.

U.S. Bank was expanding in California, which is 40% Hispanic. They needed to connect and shift perceptions with this audience. We introduced Asistente Inteligente, the nation’s first Spanish language voice assistant for banking, which led to the insight: in America, language is access, and many new Americans don’t speak English. U.S. Bank produced a documentary, Translators, which explores the lives of child translators in America. The result: our audience felt seen, awareness increased by 13 points, consideration by 10. This perception shift grew Hispanic customers 10% YoY

Brand: U.S. Bank
Client: US Bank
Agency: McCann Detroit
Language: English

2024 SILVER

Live Fútbol Like a GIGillionaire

To stand out and achieve breakthrough results (in a historically slower Q4 period), the AT&T Fiber Hispanic “Live Fútbol Like a GIGillionaire” World Cup campaign brought to life the first-ever convergence of the tournament and holiday season. With the culturally-meaningful, month-long buildup to Christmas, and a great passion/anticipation for the prized international soccer competition, Hispanic users of AT&T’s hyper-GIG Fiber (“GIGillonarios”) were portrayed connecting to the richness of the full experience. Hispanic households exceeded planned objectives. +9.4% subscribers, year-over-year. Month-over-month: +18.4% “Live Like a GIGillionaire” tagline recall +13.4% Brand Association

Brand: AT&T Fiber
Client: AT&T
Agency: Dieste, Inc.
Language: English

2023 GOLD

Think "Ote"

Hispanic small business owners have been underplaying their business size and potential, thinking their businesses are too small to invest in software or technology solutions to manage cash flow, payments and bookkeeping. This is the story of how QuickBooks changed the "I'm not that big" mindset in the Hispanic business community and nearly doubled the number of Latinos adopting QuickBooks. The strategy? Show Hispanic businesses with names ending in 'ito" ("barcitos," "mercaditos”) that just because their names sound "chiquitos" (small in English), it doesn't mean they can't be big.

Brand: QuickBooks
Client: Intuit QuickBooks
Agency: ALMA DDB.
Language: English

FINALISTS

McDonald's HACER

CVS Health Redefining the Concept of Saving

PNC Bank Forward