McDonald's, Blue Shield of California, Dentyne Win Multicultural Excellence Awards-Portada Magazine

Multicultural Excellence Awards to Blue Shield, Vidal/Cadbury and Grupo Gallegos/Energizer

Nov. 19, 2008

The three awards with the strongest Hispanic component during the Multicultural Advertising Award show were the following:

A campaign about Blue Shield of California's ability to provide Spanish-speaking doctors got the prize for best advertising in the Hispanic category at the ANA's Multicultural Excellence Awards.

In the new digital media category, an award that was created this year, the winner was an online effort by the Vidal Partnership for Dentyne gum (Cadbury).

Interestingly the winner of the final award for a campaign with significant results went to Grupo Gallegos' Energizer campaign. This campaign also got the Award for Top Hispanic Digital Advertising Campaign Plan and Execution at Portada's recent Hispanic Digital and Print Media Awards that concluded its Second Annual Hispanic Digital and Print Media Conference in NYC last October 9. Gupo Gallegos campaign demonstrated the way Energizer batteries go on and on by commissioning three Hispanic singers or bands to write and perform the longest song of their career. The songs were posted to Energizer's ("On and on"), where visits far exceeded expectations.

While the ANA's Multicultural Excellence Awards were chosen by ANA Multicultural Marketing Committee, Portada's Digital and Print Media Awards were chosen democratically by the votes of website users.