SITUATION
The current situation of the TV category is complex. The pandemic accelerated the growth of streaming services, leaving consumers with more choices than ever before. DishLATINO needed to double down and reinstate its value proposition and Latino credentials within this community and prove its dedication to them in order to maintain existing and attract new customers.
More Work
We set out to demonstrate that DishLATINO is a brand that authentically shares the cultural values, experiences, and memories of the Latino community, proving that DishLATINO is Latino Como Tú (Latino like you). We tapped into the cultural and entertainment commonalities of Latinos from every background paired with the shared optimism for the future.
Using state-of-the-art deepfake video technology, we united two all-time icons of the past and present Latino entertainment world – Eugenio Derbez and ‘El Chavo del Ocho’. The imaginary meeting symbolizes the journey of Latinos everywhere — our collective past and future.
The campaign was a resounding success. It received critical acclaim from the press, trade, entertainment industry, and most importantly — by our Latino consumers. The launch generated:
More Work
Item 1 of 4
