Norte a Sur: Una Ruta 5 Experiencias
Pioneers OPioneers. We faced the challenge of taking Levi's Pioneering spirit and the Go Forth campaign, to our US Bicultural Latino audience. 

To achieve this, we decided to embark on a journey that started in Alaska and ended in Ushuaia. We documented the story of 5 young Latinos as they reconnected with their roots along the Pan-American Highway. In each city, they met local pioneers and gave back to the community through service projects, leaving each place a little better.

The idea came to life on a 10 Episode TV series that aired on Discovery en Español. Strong digital, mobile and TV components were developed to support the series and reach out to our audience. In the end, we helped Levi's engage with the Hispanic community in a fresh non-traditional way. This current, relevant and engaging branded program positioned Levi's as the true Pioneer.

Awards: HAPE (Hispanic Strategic Planning Awards)


Concept Development
Content Creation
Creative Direction
Production
Community Management


Case study.
Trailer of the show. The show was broadcasted on Discovery en Español.
Facebook Fan Page. You could follow the journey live,  
Part of the print efforts to promote "The 11th. Episode". The pioneering spirit happened on a local level in Dallas where a $10,000 grant was given to a non-profit organization that was a real pioneer and garnered the most votes.
Walk-through video of the digital mechanics of the campaign.
Norte a Sur: Una Ruta 5 Experiencias
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Norte a Sur: Una Ruta 5 Experiencias

Levi's Pioneering spirit traveled the Americas along the Pan-American Highway with five young Latinos. This journey was captured on a 10 episode Read More
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