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Background:
Hertz’ new US slogan “America’s Wheels”
was clearly not suited for their international operations
in Latin America and Europe.
Challenge:
Develop slogan that communicates Hertz’ global reach
and implied consumer benefits.
Outcome:
“En los Caminos del Mundo” (“On the Roads
of the World”) was also successfully adapted into
other Romance languages: Portuguese and Italian.
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Background:
Client wanted to utilize this clever-looking ad to tout
The Travel Channel’s demo to media buyers in advertising
agencies in Latin America.
Challenge:
Retain same visual and develop relevant headline and body
copy to promote TTC’s quality viewership profile in
order to elicit the interest of media buyers.
Outcome:
An instance where text and visual work perfectly together,
the headline (“What Matters Is Not What You Cover
But How You Cover It.”) sums up the relevant product
benefit in a humorous manner that invites a double take.
click to view spot
Background:
Humana wanted to expose their series of quirky educational
videos to the U.S. Hispanic market for release via YouTube.
Challenge:
Audio and video components needed to be trans-created and
re-produced in “standard” Spanish to properly
reflect the original content of the videos and communicate
clearly to speakers of all Hispanic ascendances. Did I mention
we re-wrote and produced 3 full spots during the Christmas
holiday for delivery on January 5?
Outcome:
Spots went on the net as scheduled to excellent client and
consumer reviews!
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Background:
The English language ad communicates the tangible –and
intangible- benefits associated with renting a car: the
freedom to explore and discover at your own pace.
Challenge:
Client wanted to utilize the same ad in the US Hispanic
market. Copy should feature a flowing, evocative style that
doesn’t sound “stiff” or “translated”.
Outcome:
Not only did this ad generate a great response rate, it
also won an Addy! |
