Allstate Insurance Company

Georgina Flores - Director, Multicultural
Yvette De Jesus - Mktg. Manager

Leo Burnett/Lapiz *Lead Agency

Marco Azucena - Acct. Director
Cristian Duran - Art Director
Javier Osorio - Creative Director
Esteban Ribero - Strategic Planning Director
Ana Barr - Acct. Supervisor
Juan Camilo Moore - Copywriter

Tapestry *Lead Agency

Dana Bonkowski - Media Director
Melissa Santana - Media Supervisor

The commoditization of the insurance industry and increases in competitive media spend created a challenging business environment for Allstate. Wanting to leverage the success of the Mayhem campaign, but knowing that Allstate faced different problems in the Hispanic market, the Mala Suerte campaign was created. The campaign tapped into Hispanics' heightened sense of fatalism and introduced the Mala Suerte (Bad Luck) character that helped educate Hispanic consumers about insurance and the value of being well protected. This resulted in a significant increase in quotes and sales for Allstate.