As SVP Executive Creative Director at dentsu, my team and I had the opportunity to support all lines of business, in pitches, campaign extensions, digital applications, and especially when it came to cultural fluency.
The Carters client was looking for a unique approach to the Latinx audience, that embraced a culturally fluent strategy beyond language, which was not used as a strategy, but simply as a tactic that would help the crossover campaign broaden its audience and media reach.
The core campaign, with its own strategy, unique tagline and executions, was created by my team in both English and Spanish to support the broadened reach. This in great part due to our understanding that the younger Latinx audiences tend to be bi-lingual and bi-cultural, therefore they are not only are exposed to media in both languages but have personal preferences on how they wish to consume content. In this way the communication effort offered consistency across the board, strengthening thus the messaging.
Key deliverables: Creative and media strategy, campaign concept, original tagline, website, original music, television spot, online video, social media assets, display media assets and in-store.
