Observing Hispanic Heritage Month
The period from September 15th to October 15th is Hispanic Heritage Month, a time for celebrating, with a special attentiveness, the achievements of Hispanics and for elevating the causes that are most important to their communities. Of course, this isn't work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Hispanic community that took place across the year.
Below are summaries of some of the award-winning campaigns, with the full case studies accessible through the embedded links.
DishLATINO Imagines a Meeting of Two Legendary Latino Entertainers
Using state-of-the-art deepfake video technology, DishLATINO created a magical spot that imagined a meeting of contemporary celebrity Eugenio Derbez and El Chavo, onetime star of the hugely popular sitcom El Chavo del Ocho, which had over 90 million viewers a day across Latin America at its height. The imagined meeting celebrated how much TV has evolved and recognized how much Latinos have accomplished and contributed to this country.
Corona Broadcasts Soccer in Native Mexican Languages
To connect with native communities in Mexico, Corona worked with local radio stations to cast native voice talent from throughout the country. With the help of professional sportscasters, Corona selected the winners from six different native languages — Maya, Nahuatl, Mixteco, Chatino, Zapoteco, and Mixe — allowing Mexican soccer matches to reach 15 million listeners.
Google Shows How the Pixel Can Overcome the Discrimination Faced by Hispanics
Google wanted to introduce some new capabilities of the Google Pixel — not merely as cool features, but as powerful tools of inclusion. For instance, new camera technology in the Pixel, called "real tone," allowed people to be photographed as they really looked, highlighting the nuances of diverse skin tones. To showcase this feature, the brand released "The Boxer," which told the story of a young Hispanic woman guided by her grandfather, who inspired her to understand that her true strength comes from her heritage and diversity and that her greatness is actually "escrita en su piel" (written on her skin).
Vaseline's See My Skin Campaign
As the brand that exists to give everybody healthy skin, Vaseline approached the lack of diversity in dermatological imagery not just as a user experience problem, but as an equity issue. The brand set out to raise awareness of the racially biased systems that impact algorithmic search, provide proper representation and access to equal care, and most of all, help Hispanic and Black people be seen. The brand's objective in its "See My Skin" campaign was to connect with communities of color by providing unbiased, culturally competent resources along the path to diagnosis, and in turn, connect them with the proper care they deserved.
Sedano's Honors Hispanic Customers with a Taste of Home
To celebrate its 60th anniversary and pay homage to the Hispanic customers who have made the brand's success possible, Sedano's produced a special edition of its Neustra Sazón magazine, complete with food and drink recipes meant to honor Hispanic heritage and culture.
To browse the full library of Multicultural Excellence case studies, click here.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Morgan Strawn is a director of editorial and content development at ANA.
