DishLATINO

Alfredo Rodriguez, Vice President

MARCA *Lead Agency

Henry Gomez, Sr. Dir. Strategic Planning
Zamar Vives, Account Director
Alejandro Berbari, Partner/SVP/Creative Director
Sebastian Moltedo, Creative Director
Pablo Del Fabbro, Creative Director

Havas Worldwide Chicago

Paul Traeger, SVP/Account Director
Bernardo Gomez, Group Creative Director
Mario Reinoso, Creative Director

Hispanic Group

Mariajose Gensollen, Associate Media Director

How do you create love for a brand in a declining industry?By combining empathy with authenticity. As Americans were abandoning traditional Pay TV, DishLATINO was looking for a new way to connect with its core target of unacculturated immigrant generation Hispanics, an audience that was being subjected to a vicious rhetorical attack.  DishLATINO’s "Sigue Haciendola" campaign celebrates Latino immigrants, their work ethic, their goals, their journeys and their successes. It provided a counterpoint to the anti-immigrant rhetoric that had been poisoning the airwaves and also provided lifts in key brand measures.