- Pepsi Yo Sumo
Pepsi´s Campaign to engage Hispanic consumer during the 2010 Census. Part of the Refresh Project strategy but created to establish a unique platform for US Hispanics to connect with the brand.
The campaign concept ¨Pepsi Yo Sumo: From being counted to count¨ had its final expression in Eva Longoria´s Documentary Latino´s Living the American Dream.
The campaign was a complete integrated communication platform that included from Media Content, Social Media, PR, Merchandising, Local Activations, etc, and always mobilizing the latino community.
Awards: HAPE (Hispanic Strategic Planning Awards)My role in this campaign:Idea ArchitectureMedia NegotiationsCreative Direction