AGENCY
Eventus
Luis Miguel Messianu, CEO, Creative Chairman
Allan Rivera, Sr. Executive Producer
Alvar Suñol, CCO, Co-President
Solana Froment, Associate Producer
Karen Udler, Account Director
Michelle Headley, SVP, Executive Producer
Iu La Lueta, ECD of Content
Tania Sanjurjo, Account Supervisor
Beatriz Torres Marin, Creative Director
Laura Marrero, Brand Executive
Samantha Lemoine, Content Lead
Angela Rodriguez, VP, Strategic Insights
Arthur Amiune, Art Director
Cristina Azanza, Integrated Strategy Associate
Matthew Neustadter, Copywriter
Monica Ibanez, Sr Strategic Planner
Mimi Cossio, Sr Producer
Tamara Sotelo, Sr. Strategic Planner
Boden PR
OMD
SUMMARY
While revitalizing its HACER scholarship program, McDonald’s discovered a deep-seeded cultural barrier keeping Hispanic GenZers from applying to scholarships: the need for support beyond money.
It’s not that Hispanic students don’t need it but, being the first in their family to apply for college, they also need guidance on the complex process. McDonald’s re-imagined HACER into a resource center guiding applicants on their journey.
After the change, HACER achieved application levels never seen in the program’s 30-year history, and a bump in McDonald’s reputation as a supporter of Hispanic education.
