Football vs. Fútbol // Kia Motors
Handpicked to come up with ideas for a bicultural Kia and FIFA World Cup brand campaign, I collaborated with creative teams (Art Directors and Writers), including CDs and ECDs, to present to client and shepherd through completion. I provided cultural insights for the minimally worded campaign and developed integrated ideas and messaging for the complete effort –Online, Mobile, Social, Radio, Print, and Experiential events. These TV spots achieved over 6 million views, successfully targeting BOTH the General and Hispanic Markets (bicultural, English and Spanish speakers). Launched and ran on all ESPN properties, including ABC. //
THE IDEA: Adriana Lima seeks non-soccer fans and hopes to convert them into Fútbol fans. She arrives in a Kia Optima or Sorento onto a football field, man-cave, and bar, urging "For one month, let's all be fútbol fans."