Multicultural - Products

Any effort for a product 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.   



The Black Elevation Map

In early 2022, as travel finally started to open back up, niche travel brand Black & Abroad was eager to re-ignite the conversation about Black travel and yearned for a follow-up to their globally recognized “Go Back to Africa” campaign with something equally as provocative. Enter The Black Elevation Map: an immersive digital experience that takes 330,000,000+ points of cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the US.

Brand: Black & Abroad
Client: Black & Abroad
Agency: Performance Art
Language: English

Modern Rice Explorers

Riviana wanted to connect with Latino culinary explorers and young people preserving family recipes, while adding their own modern take. We wanted to rebrand rice from a boring staple to a blank canvas they can use for expression. Our campaign challenged culinary explorers to “unfollow la receta” (unfollow the recipe), adding their personal twist to rice dishes. We did this by showing that although recipes evolve with each generation, their essence never dies. This effort more than tripled brand awareness and preference, leading to an impressive 28% sales lift.

Brand: Mahatma and Carolina Brand Rice
Client: Riviana Foods Inc.
Agency: ALMA DDB.
Language: English

Getting real with Hispanics about Type-2 Diabetes

Trulicity’s Hispanic-specific campaign went beyond cliché pharma lifestyle scenes, delivering original storytelling that emphasized how Trulicity can lower Hispanic Type-2 diabetes (T2D) patients A1-C, and how that is crucial for keeping T2D under control. The campaign addressed proper management of T2D and motivated Hispanic patients to talk to their doctor about trying Trulicity and staying on it. Building on record-breaking growth from a year ago, this culture-first approach exceeded objectives with 32% YOY growth in total prescriptions filled, representing 47% market share and 1.4X faster growth than total market.

Brand: Trulicity
Client: Eli Lilly and Company
Agency: ALMA DDB.
Language: English

2023_us_2023_e-8117-888_hero_1 Kleenex® Tissue Sessions for Change
2023_us_2023_e-8273-330_hero_1 Mucinex Our Community Needs You Well
2023_us_2023_e-8469-255_hero_1 Miller Lite Es Jose Time

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