Major League Baseball/ MLB Digital Ponle Acento [image] 5 by Latinworks

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Ponle Acento [image] 5

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Industry Sports Teams & Events
Media Digital, Interactive & Mobile
Market United States
Agency Latinworks
Associate Creative Director Alejandro Espin Perez, Alejandro Egozcue, Fernando Suarez, Alberto Calva, Keith Etter
Executive Creative Director Sergio Alcocer, Gabriel Garcia
Creative Director Morris D'avila, Daniel Lobatón
Art Director Fernando Suarez, Keith Etter
Copywriter Alejandro Espin Perez, Alejandro Egozcue, Paul Carpenter, Alberto Calva
Production Nunchaku Cine
Production Union Editorial
Released April 2016


Clio Awards 2017
Public Relations Product/Service: Multicultural Bronze

Credits & Description

Category: Sports
Media: Integrated
Brand: MLB
Agency: Latinworks
Geo: United States
Advertising Agency: LatinWorks, Austin, Texas, USA
Executive Creative Director: Gabriel García, Sergio Alcocer
Creative Directors: Morris Dávila, Daniel Lobatón
Associate Creative Director / CW: Alberto Calva, Alejandro Egozcue, Alejandro Peré
Associate Creative Director / AD: Keith Etter, Fernando Suárez
Copywriter: Paul Carpenter
Producers: Michael McLaughlin, Chuy Hernández
Executive Account Director / Partner: Christy Kranik
Group Account Directors: Melissa Trepinski, Jaime González-Mir
Account Managers: Maureen Brown, David Woolverton
VP Planning Director: Marc Wilson
Additional Credits: Joe Agency, Union Editorial Austin, Sound Box
Published: April 2016
Description: In a sport where 27% of players are Hispanic, but few Latino fans are passionate about the game, MLB’s “Ponle Acento” (Put An Accent On It) campaign drove Hispanic players to embrace their heritage by adding accents to the names on their jerseys. This inspiring call to action was then adopted by US Hispanics at large, as they too joined this initiative to leave their mark both on and off the field. Soon the idea became a cultural movement that celebrities and fans joined by the millions, changing America’s pastime forever.
Putting the accent back on baseball.