The winners were chosen from more than 100 entries by a jury drawn from the ANA's Multicultural Marketing Committee and multicultural media company executives.
The awards criteria included creative quality and the relevance to multicultural consumers.
The prizes were awarded Nov. 5 at the ANA's annual Multicultural Marketing Conference in Miami.
AGENCY: Dieste & Partners
Pepsi and its agency Dieste & Partners, Dallas, the largest independent Hispanic shop, won the Multicultural Excellence Award in the Hispanic category for a TV and radio campaign called "Street Party" that paired Pepsi's cola and Doritos brands in a festive mood. Two young men buy the snacks and take them to an outdoor dance party. The tagline is "Food for the fun of it."
AGENCY: UniWorld Group
The best african-American campaign was AT&T's 1-800-CALLATT work by UniWorld Group, New York, part of WPP Group. In the spots, people use their AT&T cards to make unusual calls, such as a woman who phones a friend to say she's on the TV news.
STATE FARM INSURANCE COS.
AGENCY: InterTREND Communications
The strongest asian-American advertising was in the financial sector, which advertises heavily to that segment of the population. State Farm and InterTREND Communications, Torrance, Calif., were the winners with a TV, print and radio campaign aiming at first-generation Chinese immigrants with warm, family vignettes and the tagline, "With a good neighbor you will be reassured every day."
AGENCY: Burrell Communications Group
Verizon and publicis Groupe-backed Burrell Communications Group, Chicago, used actor James Earl Jones to narrate TV spots trying to reach the tech savvy. In each ad a person poses a question like "I wonder if my team won," and uses technology to find the answer. The tagline "Verizon. How to get life done" is used in a broad range of Verizon work from Burrell.