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Alex Campo of Dieste: With the Cricket Wireless campaign we tried to be the most culturally relevant possible
webmaster| 5 de agosto de 2016
El gato es la imagen central de la campaña
Creative Director of Dieste group, Alex Campo shared his experience during the production of the most recent campaign for Cricket Wireless: No hay gato encerrado (No tricks or pitfalls or there’s no cat in the bag). He highlighted the importance of cultural insights to address the Hispanic market. “One of Cricket Wireless benefits is fixed rates, including taxes and fees, for which it will never constitute a misleading offer. When we sat down to think about the campaign, we brought together the Latino phrase: ‘there is no cat in the bag’ with the cat phenomenon in the internet. The campaign was though for social media and we weren’t looking for too much humor, but for entertainment values. We believe that what people is seeking in networks is entertainment and with this campaign we tried to be the most relevant possible culturally” he said. Campo said it was fun to film with cats. For the campaign they hired Aron’s Animals, an expert in working with animals in front of cameras, particularly with felines. Together they did postproduction effects that show the cats having fun with their phones, making selfies and buying toys for cats in the internet. The idea shows a totally free cat using his phone and all its benefits. He added that the campaign has work out very well. “There are people that identify with the phrase and associates it with the product.” Dieste has managed the whole Hispanic market account for Cricket Wireless for the past two years.
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