Jaime Rosado, Creative VP at J. Walter Thompson said to PRODU that {Defrosts;www.produ.com/publicidad/videos/index.html?noti=10663}, the agencys most recent campaign for the Tourism Company of Puerto Rico, intends to communicate using a salt and warmth metaphor of the Caribbean island beaches. He added that in the first day of its release on social networks it reached 100,000 views. “We are always trying to see how we can quickly change things that happen in the web for our brand’s publicity. Illinois is one of the most important trip destinations for the Tourism Company and we particularly want to put emphasis on the Puerto Rican diaspora in Chicago” he said. From the agency, he said, ideas are simple but filled with intelligence and this reflects JWT Puerto Rico’s work hallmarks. “Here we do things in a very simple manner, and the simplicity of our ideas made up of our reality because we are small and don’t necessarily have great budgets to produce- is, at the same time, very smart.” He explained that between the agency and the client there is a genuine relation of cooperation, where the creative team is clear on which are the needs of the organization and the country. They also launched a promotion: Soy Puerto Rico jackpot, a lottery in which the user can win a trip writing a number on the snow, and the winning number will be written in the sand of a Puerto Rican beach.
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