Eli Lilly & Co.

Monica Morales, Director, Multicultural Marketing
Amber Graddick, Multicultural Marketing Lead, Diabetes Business Unit
Lina Polimeni, Senior Director, Head of Media

Alma DDB *Lead Agency

Luis Miguel Messianu, Creative Chairman & CEO
Monica Marulanda, Executive Creative Director
Luis Puerta, Associate Creative Director
Luke Roberts, Senior Director, Strategy
Madeline Perez-Velez, Group Business Director
Orlando Velez, Art Director
Alvar Sunol, Co-President, CCO
Isaac Mizrahi, Co-President, COO
Angela Battistini, EVP, Account Management
Angela Rodriguez, SVP, Strategic Planning
Michelle Headley, EVP, Operations
Michael Sotelo, VP, Digital Content & Experience
Yeyo Marquez, VP, Production
Emilia Lora, Art Director
Victoria Marichal, Integrated Producer
Michelle Robles, Associate Creative Director

OMD *Lead Agency

Brielle Tumblety, Senior Director, Integrated Media Planning

Native Tongue Communications

Trulicity became the only brand to speak directly to Latinos, despite a higher likelihood to die from Type-2 Diabetes complications than non-Latinos. The campaign had to inform and connect in a more relevant way, since Latinos lack the same disease knowledge as general market (GM). An in-language and in-culture campaign was developed, leveraging a key, culturally relevant driver to inform and motivate Latino patients: Their innate resilience and ingenuity to find solutions within themself for the collective good.