La agencia hispana destacó con un shortlist en la categoría de Press, por su campaña gráfica Iceberg.
Walmart is a super progressive account, maintains Fernando Osuna, CCO of López Negrete. In Osuna´s opinión, the brand was one of the first to identify the multicultural target and its importance in the market. Precisely, working together with Walmart allowed the Hispanic agency to make the Press shortlist in the Household:Other category with its graphic campaign Iceberg. “Walmart began to wonder before others: who is this multicultural target? and why is it important? What they do as a brand is set trends for other brands. They know that growth takes place when you sit down and get involved with everybody.”He announced that they are designing great platforms from the Hispanic perspective for big projects the brand has. The Hispanic market has the potential to generate quality creatitivity, says Osuna. “There is great support and respect among Hispanic agencies and I think that is important in order to forge a common front, that will allow us to pursue more international awards.”Osuna thinks comprehensive campaigns cannot continue to be conceived in separate parts. “Many agencies are still drawing up the concept and then adapting it to digital platforms. That is a very basic way to do things. You must check with your client: that is the ecosystem and flow of things you have to do, but together with people who design on different platforms from the beginning”.
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