CLIENT
State Farm
Rand Harbert, EVP, Chief Agency Sales Marketing Officer
Justing Reckamp, Marketing Manager
AGENCY
Luis Miguel Messianu, CEO, Creative Chairman
Carly Sutherland, Director, Content & Experience Strategy
Mayte De La Maza, Brand Director
Alvar Suñol, CCO, Co-President
Joao Magalhaes, Art Director
Isaac Mizrahi, COO, Co-President
Ferrán Merino, Jr. Copywriter
Michelle Robles, Digital Content Creator
Michelle Headley, SVP, Operations & Production
Angela Rodriguez, VP, Head of Strategy
Yeyo Marquez, Executive Producer
Angela Battistini, SVP, Account Management
Rafael Sanchez, Sr. Integrated Producer
Karla Kruger, Group Business Director
Patricia Burelli, Account Supervisor
Jennifer Pollack, Sr. Director, Strategic Insights
Jessica Martinez, Account Executive
Julian Milanesi, Creative Director
OMD
SUMMARY
After enjoying a leadership position for decades, State Farm’s total market share was on a decline and at an accelerated rate among Hispanics. To get Hispanics to pay attention, they developed a campaign to go against category conventions, putting the agent-customer relationship in culturally-relevant situations at the center of the campaign.
