Diego Yurkievich
Diego Yurkievich, Executive Creative Director at Conill, works behind the Toyota campaign for the Gold Cup. He highlighted that for this brand it has always been a priority to have a solid and close presence in its audience’s interests and passions, and soccer is undoubtedly a direct communication channel that allowed them to connect with their audience at all levels. “Toyota has been a sponsor for the last 10 years together with Univision, with commercials during the games of the National Mexican Soccer team in different leagues. In 2017, Toyota was the sponsor of the Gold Cup, so we have a long and deep path in soccer” he added.This was an integrated campaign for Tundra that reached the audience in different ways, under one same connecting thread message: Dale Duro. “We had presence in different media, including activations in the stadiums of key cities for Hispanics and greatly exceeded all expectations” he narrated. “The content with Adrián Uribe complemented the 360 strategy we designed for the tournament. In social media we bet on light humor, according to the comedian’s personality. Adrian, more than a comedian is a soccer fan and he expresses it in his social network accounts. That is why the content we captured with him in connection with the cup was a hit.”He also announced the creation of the Creative Lab in Conill “that is formed by professionals of all the fields creatives, production, UX, social, digital, media, planning, accounts. Their purpose is to explore the consumer experience in the intersection between creativity and technology for all our clients.”
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