Created by company Crispin Porter + Bogusky, the advert options copy impressed by Elisabet Velasquez’s poem Can I Be a Puerto Rican?
Its solid of Hispanic American creatives contains Daniel Buezo and Debbie Gonzales, founders of attire model Children of Immigrants; New York-based cultural archivists Djali Brown-Cepeda and Ricardo Castañeda; Dallas-based DJ and music curator DJ Vrywvy; and comic and Saturday Night time Stay solid member Marcello Hernandez.
“As a proud Cuban-Dominican raised in Miami, it’s necessary to me to make use of my platform to spotlight the 200% expertise,” Hernandez instructed Adweek.
The model may even host native occasions and giveback initiatives all through the vacation season. The Household Cena, Vibra Buena 200% Dinner Sequence might be co-curated by a neighborhood chef and have the marketing campaign’s solid. In the meantime, the 200% Household Meal Giveback Program is a part of the model’s 200% Futuro Fund and can present meals to service business professionals.
“This marketing campaign is supposed to honor the 200percenters throughout the U.S., who’re all the time discovering distinctive and genuine methods to make Buchanan’s Whisky part of their celebrations,” Josh Dean, vp of Buchanan’s Whisky North America, stated in an announcement. “That’s why we collaborated with our familia of 200% trailblazers to essentially showcase how numerous Hispanic People are and shining a lightweight on these new traditions being created throughout communities.”
Genuine connections 12 months spherical
In response to a Pew Analysis report shared by Chispa, greater than 27 million Latines determine with multiple race in 2022—up from 3 million in 2010.
The Hispanic inhabitants has turn into one of many quickest rising within the nation. The U.S. inhabitants grew by 24.5 million from 2010 to 2022, with Hispanics accounting for 53% of this improve.
To place it merely: The 200percenters are right here, and so they wish to be courted.
Estacolchic instructed Adweek that Chispa’s dedication to celebrating bicultural U.S. Latines and serving to them make significant connections by way of their cultural experiences informs each side of the app.
“As a neighborhood, we’re continuously going between each our Hispanic tradition after which wanting to essentially be embraced as People, particularly now the place there’s a large cultural crossroads occurring,” she continued. “With the ‘Fluent in Amor’ marketing campaign, it was necessary for us to search out connectivity—the stability between uniqueness, but additionally what connects us all.”
