Alma took home the most honorable mention of Grand Prix in two separate categories: Significant Results and Radio, for Rosetta Stone and McDonald’s, respectively at the ANA (Association of National Advertisers) Awards for Multicultural Excellence.
Both campaigns were notable due to their success in relating common Hispanic experiences to their client’s products. In the case of Rosetta Stone, the agency utterly transformed the company’s image as a leisure product by showing how its innovative language system helps people adapt to a bilingual world, both at home and at work.
The “Open Your World” campaign convinced Hispanics that learning a new language doesn’t have to be a scary, difficult process. The campaign highlighted ways in which learning English effectively and enjoyably would improve their daily interactions. The consumer response to the campaign led to impressive business results.
Alma also took home the award for Best Radio Campaign, which was produced for McDonald’s. There’s an old saying that the way to a man’s heart is through his stomach. Alma got to the stomachs of Generation X and Y Hispanics by appealing to their heartfelt pride in reflecting two cultures – the third way.
The bilingual radio spots for both English and Spanish reflected the reality of today’s bicultural world. The spots, titled “Big Mac Life,” were crafted in the style of spoken word poetry read by a young fusionista “poet.” “I am the middle bun, caught between two worlds…” This reference to the Big Mac’s unique third bun and the poet’s reality as a Hispanic in America was recited over the sound of bongo drums to further enhance the feeling of being at a performance.
“We are extremely proud to have received such great honors at this year’s conference,” said Luis Miguel Messianu, President and CCO of Alma. “Winning not only in the Significant Results category, but in the Radio category as well, demonstrates that our spirit of collaboration with our clients, yields great outcomes.”
“Once again Alma has demonstrated its consistent leadership position, and after this year’s performance, we became the most awarded Hispanic agency within the ANA awards for the past three years,” added Isaac Mizrahi, SVP Managing Director of Alma. “We are extremely proud of our work, which has demonstrated yet again the unique set of skills Alma brings to its clients.”