LatinWorks “Ponle Acento”
I recently took a position at Scoppechio in Louisville, KY, and found myself being the only Latino in the creative department. It’s been a learning experience, making sure Spanish rules are followed correctly, especially when I’m told I am picky about accents.
This campaign by LatinWorks has resonated with me a lot. An immigration truth that is the basis for their campaign, most Latinos lose a bit of their identity when they become American citizens: the accent in their names. In an American sport where 27% of the players are of Hispanic descent, none of them have the proper accent in their last names on their jerseys. So, the campaign drove Hispanic players to embrace their heritage by adding accents to their names on their jerseys. Soon the idea became a cultural movement that celebrities and fans alike joined by the millions, changing America’s pastime forever.
It might not be much to most people, but to someone like myself, the accent is an important part of who I am and identifies me as a Latino.
Read more about this campaign online at adweek.com here: https://www.adweek.com/creativity/how-an-ad-agency-got-major-league-baseball-to-put-spanish-accents-on-its-jerseys/
All right about this campaign belong to LatinWorks and the Major League Baseball Association.
Credits:
Agency: LatinWorks ECD: Gabriel García / Sergio Alcocer CD: Morris Dávila / Daniel Lobatón ACD CW: Alberto Calva / Alejandro Egozcue / Alejandro Peré ACD AD: Keith Etter / Fernando Suárez CW: Paul Carpenter Producer: Michael McLaughlin / Chuy Hernández Executive Account Director & Partner: Christy Kranik Group Account Directors: Melissa Trepinski / Jaime González-Mir Account Manager: Maureen Brown / David Woolverton Planning: Marc Wilson Client: Major League Baseball Director Brand and Advertising: Felicia Principe. Brand Manager: Matthew Slamon / Joe Calafiore
Production: Nunchaku Director: Clara Aranovich
Editorial: Union Editorial Austin Sound: Sound Box Other: Joe Agency