Hispanic Creative Ad Awards 2009

Bicultural/Hispanic Winners

Published on .

GOLD WINNER:
Soy Mono-Words Campaign
Client: MTV Tr3s
Agency: In-house

MARKETING CHALLENGE: MTV Tr3s wanted to remain true to its nature as a hip, bilingual network by putting an irreverent spin on Hispanic Heritage Month celebrations.

CREATIVE SOLUTION: Two animated characters, Pinchez and Cheli, were created to give viewers a crash course in how to "Speak Tr3s," a humorous form of Spanglish. In one vignette, asked to use the word "July" in a sentence, Pinchez says: "Pinche George Bush: July to us! Julyer" -- as in, "You lie to us! You liar." All the vignettes end with the tagline: "Hispanic Heritage Month All Year Long on MTV Tr3s."

"We are Hispanic ... we have an accent and we mispronounce words, so we thought, 'Let's have a little fun with that," explains Lily Neumeyer, VP of programming and production at MTV Tr3s. "I really believe in appropriating stereotypes and using them to empower us, not to put us down."

-- Laura Martinez


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BRONZE WINNER:
"The Crucial Moment" Campaign
Client: Big Sisters Big Brothers
Agency: SCPF, Miami

To recruit mentors for kids, this website and two spots focus on the brief but crucial moment when a child reaches a fork in his life and can either stay in school and work hard, or drop out and do drugs. In the spot, a young boy talks about meeting up with friends who want him to ditch school. He splits into two, and both boys speak at once. One talks about staying in school, playing soccer, and getting ahead, while the other skips school, hangs out, tries drugs. The message is "You can change a life. Join us."


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