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. 

2021 SILVER

HACER Proud

McDonald’s is more than a restaurant to many young Hispanics – it is a community center, a space to connect, and a home away from home. The HACER® National Scholarship is an investment in their future that also builds positive brand reputation among this growing population. The goal of HACER® is to make an impact in the lives of more Hispanic students every year, measured by both the number of submitted and completed applications. In 2019/20, 30 scholarships were awarded, totaling $500,000. 1

Brand: McDonald's
Client: McDonald's
Agency: Alma DDB
Language: English

2020 GOLD

Immigrant Songs - Taking Legal Advice Where No Immigration Lawyer Has Gone Before

Racial profiling. Unlawful arrests and incarcerations. Children separated from their families. Every day, legal immigrants living in isolated communities along the U.S. Southern border suffer civil rights violations that infringe the law. One of the best ways to help is to empower them with knowledge about their rights.  The only way to reach them is through the only media consumed by 90% of immigrants living in isolated communities – radio.  We brought together lawyers and musicians to translate complex immigration laws into Corridos - a popular musical genre.

Brand: Southern Poverty Law Center
Client: Southern Poverty Law Center
Agency: Grey
Language: English

2020 SILVER

DNA Discounts

U.S.-to-Mexico Aeromexico ticket sales suffered as the U.S. political climate fanned the flames of anti-Mexico rhetoric. We sought to convert Mexico rejectors – white American nationalists who reject traveling to Mexico. Specifically, we targeted rejectors who – unbeknownst to them – had Mexican ancestry. We suspected that Americans’ love of discounts could override their rejection of Mexico and created DNA Discounts to give this audience a genetic heritage discount. We increased daily revenue 185.8% after the campaign went viral while promoting our positioning statement: There are no borders within us.

Brand: Aeromexico
Client: Aeromexico
Agency: Ogilvy Mexico
Language: English

FINALISTS

McDonald's HACER

CVS Health Redefining the Concept of Saving

PNC Bank Forward