Morris Dávila y Alberto Calva
Morris Dávila, Creative Director, and Alberto Calva, Associated Creative Director at Latinworks shared with PRODU their experience with the campaign Ponle Acento (place accent) for the MLB. The effort had 1,045,012 likes in Instagram, with a reach of 85,979,836 people and 18,483 tweets. “The MLB is one of the U.S. sports with more Latinos fans. The campaign insight is based on the idea that we Hispanics, when we arrive to this country, we’re deprived of very important things as the accent mark in our name, the pronunciation changes, they take away our second surname, and we saw that this was a way of talking to a new generation of Hispanics fans of baseball, showing our Latino pride” Morris explained. Calva said that there were many Latinos involved. “We won the account two years ago, and at the beginning of 2016 we launched this campaign, which is not only placing the accent mark to the players’ T-shirts, but bringing the Latino’s accent to all the country. It’s an acknowledgement of the MLB to all Latinos” he added. From the beginning, they explained to the client that the campaign could become a Latino movement, and the client always believed in the Latinworks team. Immediately after the launching, several players joined the movement and was Adrian Gonzalez, from the Dodgers, who really spread the word and made that the campaign blow away.” “We’re working hard in a way for Ponle Acento to evolve. Now we want to see how players, children and fans place the accent back to the game. Now it’s a more emotional and metaphoric accent that will tell the stories behind the sport” Calva explained.
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