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Behind the Five Most Creative U.S. Hispanic Ideas
Surprisingly, Most of Them Target the General Market
The top five U.S. Hispanic ideas, chosen this week in awards organized by the Hispanic creatives’ group Circulo Creativo, include the first abs-building yogurt for men and an environmentally-friendly tent that doubled as a Glad trash bag at Austin’s SXSW festival.
If these ideas don’t seem particularly Hispanic — although a Hispanic agency is behind each one — it’s just another sign of how integrated Hispanics have become in what WPP Chief Executive Martin Sorrell, speaking at this week’s Association of Hispanic Advertising Agencies (AHAA) conference, called the “new mainstream.”
In an advance look at Hispanic work that might do well next month at the Cannes Lions International Festival of Creativity, here are the U.S.H. Ideas awards’ top five:
1. A former yogurt marketer, intrigued by the statistic that four of 10 yogurt consumers are men, worked with the independent Vidal Partnership to develop protein-laden Powerful Yogurt, aimed at men, with black packaging and a manly campaign that is the opposite of most female-targeted yogurt marketing.
The tagline, “Find your inner abs,” was inspired by the idea that men believe the perfect body with six-pack abs is lurking somewhere inside them, just waiting for them to go to the gym or improve their diets. “It’s a stupid man thing,” said Vidal’s Chief Creative Officer Gus Lauria, noting that he pays for a membership to the Equinox gym but never goes.
Ads show men doing absurd things with their powerful abs, like jump starting a car battery. A small mailing of Powerful Yogurt media kits, mostly aimed at supermarket buyers to gain distribution, was picked up by New York magazine’s Grub Street blog in February 2013 and led to mentions by Anderson Cooper and Conan O’Brien, who indignantly claimed on his show that he had thought of a male-targeted yogurt first.
With Vidal holding a small stake in the new enterprise, CEO Manny Vidal went to food show Expo West to man a small booth that drew attention by offering a fake ultrasound machine that showed men pictures of their inner abs. Efforts are paying off, with Powerful Yogurt selling for $2.99 in 300 stores and gyms in New York, and a second round of financing in the works.
“It’s a big idea and the agency helped create, package, strategize and launch the product,” said Erh Ray, the founder of Sao Paulo agency BorgiErh/Lowe who served as jury president. “The client really used and needed the agency.”
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