Modelo | Cecilia Gamo Castell

Modelo
HISPANIZANDO

Copywriter Cecilia Gamo Castellanos
Art Director Stella Ramirez

THE RUINS
(or Ask)

The number of Hispanics in the U.S. who don't speak Spanish has never been larger.
How can Modelo help preserve Hispanic culture by preserving the Spanish language?

THE HUMAN EVIDENCE
(or Insight)

80% of American born Hispanics don't speak Spanish for fear of not being accepted by non-Spanish speaking Americans.

THE PARADIGM SHIFT
(or Idea)

Modelo reimagines their top U.S. competitor brands and pictures how they would look like in Spanish, declaring a truce for a good cause: inviting everyone to welcome and celebrate Hispanic culture.

Following a guerrilla marketing strategy, we'll create stickers and place them on our competitors' beer packages at supermarkets across the U.S. – all between September and October, during Hispanic Heritage Month.

The QR codes on the stickers will redirect people to Modelo's website, where we'll talk about our mission behind this campaign.

English

Spanish

English

1/2

OOH billboards in front of Bud Light, Budweiser and Miller Lite's headquarters speaking directly to them.

modelo billboard truck_español latino.png

To generate a dialogue with the audience and encourage them to put their Spanish at work, we'll ask them what other versions of our competitors' names they would come up with.

Modelo HISPANIZANDO

Copywriter Cecilia Gamo Castellanos Art Director Stella Ramirez

THE RUINS (or Ask) The number of Hispanics in the U.S. who don't speak Spanish has never been larger. How can Modelo help preserve Hispanic culture by preserving the Spanish language?

THE HUMAN EVIDENCE (or Insight) 80% of American born Hispanics don't speak Spanish for fear of not being accepted by non-Spanish speaking Americans.

THE PARADIGM SHIFT (or Idea) Modelo reimagines their top U.S. competitor brands and pictures how they would look like in Spanish, declaring a truce for a good cause: inviting everyone to welcome and celebrate Hispanic culture.

Modelo
HISPANIZANDO

Copywriter Cecilia Gamo Castellanos
Art Director Stella Ramirez

THE RUINS
(or Ask)

The number of Hispanics in the U.S. who don't speak Spanish has never been larger.
How can Modelo help preserve Hispanic culture by preserving the Spanish language?

THE HUMAN EVIDENCE
(or Insight)

80% of American born Hispanics don't speak Spanish for fear of not being accepted by non-Spanish speaking Americans.

THE PARADIGM SHIFT
(or Idea)

Modelo reimagines their top U.S. competitor brands and pictures how they would look like in Spanish, declaring a truce for a good cause: inviting everyone to welcome and celebrate Hispanic culture.