Gómez: DishLATINO nos conecta con nuestra cultura
Bernie Gómez, Creative Group Director at Havas Chicago and Leader of the Havas Latino unit, explained that one of the key elements of the comprehensive campaign titled Sigue Haciéndola for DishLATINO was the original song Somos Latinos by Periko & Jessi León, nominated to the Latin Grammys. “We wanted to create a movement based on music; an universal language campaign with a song that remains forever. The client liked the idea of a hymn to connect the brand with the audience” says Gómez. Mixto Music, directed by J. Carlos Maya, was in charge of the music, which had an important part of the initiative; therefore, they suggested adding a renown band to boost the impact of the campaign choosing: Periko & Jessi León. With the initiative, Havas Digital and MARCA, in charge of the campaign, aimed to recognize and celebrate U.S. Hispanics, all the way from their cultural heritage to their values, dreams and even the challenges that inspired them to move forward. “The brief of the campaign was very simple for all the agencies: we had to prove to the target that DishLATINO connects us with our culture. We are confident of being Latinos and Americans. The phrase is simple: We were born somewhere else, but what matters is what we are doing for a better life in the U.S., for a better future” says Gómez. The digital effort of the campaign lies in the construction of the U.S. map offering visitors to the page the opportunity to change and share their profile picture creating the biggest Latin digital map.
