Dr.Pepper - "Viva 23"
Hispanic Market Multimedia Advertising Campaign
Hispanic Market Multimedia Advertising Campaign
Dr Pepper Vida 23 Website & Web Banners - Bronze ADDY® Award
This was a showcase opportunity for creative and strategic talent. The breadth of the Vida 23 campaign allowed to utilize all resources and integration capabilities, to literally create campaign harmony. It started with a song, "LaLaLaLife/Vida 23," written, orchestrated and performed by Andrés Levin, creator and bandleader of the famous multi-ethnic breakthrough band, Yerba Buena, and lead singer CuCu Diamantes. It evokes the exciting, dynamic and culturally infused lifestyle of the consumer. The song is strategically integrated throughout the campaign, in a music video and in a TV spot, by a well-known director of music videos for superstars like Shakira, Paulina Rubio and Juanes. The music is featured in radio spots and in-market promotional activities, and consumers can even download it and create their own remix of the song online at www.Vida 23.com.
