d expósito & Partners gets ‘Silver Telly’ for McDonald’s Latin Grammy-inspired Snack Wrap TV spots.

A Silver Telly, the top distinction from the Telly Awards, fell upon the creative work for McDonald’s Snack-Wrap developed by d expósito & Partners to coincide with the celebration of the Latin Grammy 2007 Edition. The agency’s campaign was one of 14,000 entries from Hispanic, Ethnic and General Market submitted to the 29th Annual Telly Award.

The Snack Wrap/Grammy spots (“Singer” and “Speech”) are part of the Pure Inspiration campaign. The spots capture the contagious appeal of Latin music by featuring young consumers in humorous moments of enthrallment at McDonald’s. The moment starts off as an instant of hunger that becomes transformational on various levels when the actual product is inventively turned into a microphone by each young consumer who then belts out a passionate song or even a lachrymose, tongue-in-cheek acceptance speech.

“We’ve been on a creative roll with McDonald’s and very much in tune with the brand’s strategic presence and efforts around Latin music,” said Fernando Fernández, partner/chief client officer at d expósito & Partners, who also announced “the agency’s creative strategy for TANGUSTOSO, around the Angus burger, had been awarded internally by McDonald’s.” Fernández added that “this is a recognition, the Best Bet Award, that is highly valued by all agencies working for the Chicago-based brand.”

A strong component of the TANGUSTOSO (“so tasty”) strategy for the Angus Third Pounder has been its bilingual Web site, http://www.tangustoso.com, a playful digital destination where consumers are engaged to experience the product through non-traditional means such as viewing irreverent webskits, viral videos, events calendars, events photo retrieval, as well as interacting by playing a sweepstakes game called AngusMania.

“This is barely our third year in business and we feel ‘d_ excitement’ of being in this position,” added Jorge Ulla, partner/chief ideation officer. “This is the result of all agency disciplines acting from a creative mind-set, and joining as one in the creative lab with the creative team on unexpected ways to enhance the dialogue between the brand and the consumer,” concluded Ulla.