DishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward.
“Sigue Haciéndola is more than a campaign – it’s about recognizing and inspiring Latinos who are working hard to build a better life in the U.S. while also continuing to value their heritage,” said Alfredo Rodriguez, vice president of DishLATINO. “Twenty years ago, our journey began when we were the first to offer affordable programming connecting Latinos to their culture. Today, we’re proud to be the leaders in the segment because of the trust we’ve continued to build with our customers.”
Campaign Creative Starring Eugenio Derbez
The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities.
Campaign Anthem Somos Latinos by Latin-Grammy Nominated Periko & Jessi Leon
To help capture and express the sentiment driving Sigue Haciéndola, Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” The Latin Pop duo uses their signature sound to celebrate their own story and the stories of others who, like them, are pursuing a dream. To help bring the song to life, Periko & Jessi Leon star in a vibrant new music video that can be viewed here (and here with English subtitles). The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign.
Photo Storytelling and Digital American Flag Mosaic Inviting Latinos to Share Their Story
DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story.
DishLATINO is using the images to create an impactful digital mosaic showing a map of the U.S. comprised of the individual, customized photos. The map will be searchable, so participants can find their photo and search for the photos of others, like Derbez, who have joined the mosaic.