Procter & Gamble

Uttam Mukherjee, Brand Manager - Fabric Care Intrapreneur
Amy Krehbiel, Associate Brand Director
Carolina Rogoll, Fabric Care Canada Commercial Leader

Conill *Lead Agency

Beatriz DelAmo, VP / Client Services Director
Viviana Suarez, Account Supervisor
Javier Campopiano, Chief Creative Officer
Mauricio Mutis, Senior Art Director
Tom Lanktree, VP / Group Planning Director
Monica Rivera, Strategic Planner

Starcom *Lead Agency

Susan Seams, SVP, Director

FleishmanHillard

Regardless of the country they originate from, Hispanics have been labeled for many years, especially those of Mexican origin, 70% of the cohort, followed by Cubans, the next largest group. Naturally, their use is deplorable and many people who are labeled suffer huge blows to their self-worth. These labels soil their spirit, making them self-conscious and ashamed of the image they portray.  As the leading laundry detergent renowned for cleaning and removing stains, Tide recognized the effect these emotional stains create and raised awareness of the need to wash them away.