Ciudadanos comunes, compartiendo historias personales son la piedra angular de la estrategia de mensajería de la campaña
The Cortez Brothers production company, in collaboration with the Weber Shandwick and Axis agencies, launched a new campaign to promote the enrollment of California residents in the Accessible Assistance Law. Under the name of Im in/Tengo un plan, the bilingual campaign has 12 outdoor spots, the first one being broadcast during the Oscar ceremony. The initiative is also reaching Californians through billboards, traffic ads, printed media, Internet and social media.Im in/Tengo un plan is an example of the narrative capacity of The Cortez Brothers and their specialty, both in the overall market and the Latino market of the United States. The commercials counted on the collaboration of director Joe Murray. Ordinary citizens, sharing personal stories, are the main aspect of the campaigns message strategy.”I knew I had to find not just an incredibly visual director, an expert in working with real people, but also someone very passionate about the topic” Ed Rivero explained, The Cortez Brothers, executive producer. “This director needed to use his own process when filming these real people, so they could feel comfortable enough to open up their lives to us, in an organic way, and Joe always wants to achieve that in his commercials. He really was the best option” Rivero added.”Everybody has a story to tell and my aim was to make sure our people felt comfortable enough to share their story” Murray said.
