Multicultural - Services
Any effort for a service whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
Dorado: More Than a Music Video
By the end of 2019, McDonald’s was no longer capturing their fair share of the Hispanic market, with the biggest losses among those under 24. The brand was becoming irrelevant. McDonald’s enlisted global sensation J Balvin to create a music video experience that celebrated the optimism and culture Latinos have brought to the restaurant for generations. During launch, 70% of those who engaged with Dorado content on the McDonald’s app placed an order. The video earned 35x more views, 137x more engagements than average on McDonald’s YouTube channel in 2020.
Agency: Alma DDB
McDonald’s is more than a restaurant to many young Hispanics – it is a community center, a space to connect, and a home away from home. The HACER® National Scholarship is an investment in their future that also builds positive brand reputation among this growing population. The goal of HACER® is to make an impact in the lives of more Hispanic students every year, measured by both the number of submitted and completed applications. In 2019/20, 30 scholarships were awarded, totaling $500,000. 1
Agency: Alma DDB
Immigrant Songs - Taking Legal Advice Where No Immigration Lawyer Has Gone Before
Racial profiling. Unlawful arrests and incarcerations. Children separated from their families. Every day, legal immigrants living in isolated communities along the U.S. Southern border suffer civil rights violations that infringe the law. One of the best ways to help is to empower them with knowledge about their rights. The only way to reach them is through the only media consumed by 90% of immigrants living in isolated communities – radio. We brought together lawyers and musicians to translate complex immigration laws into Corridos - a popular musical genre.
Brand: Southern Poverty Law Center
Client: Southern Poverty Law Center