ROARING IN CANNES LIONS- LatinWorks Gives Hispanics In The U.S. Their Accents Back

LatinWorks created a campaign for the MLB titled, Put An Accent On It. The piece will compete in Cannes Lions in the Entertainment category, in the Sports sub-category: digital and social. “In a sport where 27% of players are Hispanic, but few Latino fans are passionate about the game, Major League Baseball, MLB’s Ponle Acento (Put An Accent On It) campaign drove Hispanic players to embrace their heritage by adding accents to the names on their jerseys. This inspiring call to action was then adopted by U.S. Hispanics at large, as they also joined this initiative to leave their mark on and off the field. Soon the idea became a cultural movement that celebrities and fans joined by the millions, changing America’s pastime forever” said the agency in a press statement.The initiative had more than 500 million impressions in social networks. Dozens of influencers have supported the movement on their own and the MLB modified its logo, adding an accent to it during the month of Hispanic Heritage. The campaign was made under the Creative Direction of Gabriel García and Sergio Alcocer; Morris Dávila and Daniel Lobatón were Creative Directors; Keith Etter and Fernando Suárez, Associate Creative Directors, Art Direction; Alberto Calva, Alejandro Egozcue and Alejandro Peré, Associate Creative Directors, Copywriting; Paul Carpenter, Copywriters; Christy Kranik, Executive Account Director and Partner; Melissa Trepinski and Jaime González-Mir, Group Account Director; Maureen Brown and David Woolverton, Account Managers; Chuy Hernández and Michael McLaughlin, Producers, and Marc Wilson, Planner.