MERCADEO Versión en español
Conill asks Hispanic to wash out tags with the #WashAwayLabels campaign for Tide
12 de noviembre de 2015
El video cuenta con testimonios de hispanos sobre los estereotipos y cómo quisieran cambiar esa realidad
Agency Conill designed the {#WashAwayLabels;www.produ.com/publicidad/videos/index.html?Noti=10165} campaign for Tide, which aims to change the perception about Hispanics. The agency told PRODU that the video was unscripted. “We invited Hispanics from different nationalities to share their stories about labels or stereotypes whether they ever felt labeled by others and what labels they thought were the most common” said the creative team. The digital campaign which was launched during the Hispanic Heritage Month October 3rd- aimed to recognize the positive contributions that Latinos bring to the cultural melting pot in the United States. “We noticed that the video has helped spark a natural conversation among our consumers about how they would wash away negative labels and instead embrace what makes the community great”. The video with more than 4 million views- features Colombian, Mexican, Venezuelan and Cuban, among other, testimonies about negative labels and how they would want them to be. Then each person takes a shirt marked with the derogatory label, and once its washed with Tide Pods, each person writes a positive word that described and celebrated their culture better.
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