I feel TR3S !

Tr3s: MTV, Música y Más, a unit of Viacom Inc. launched its new look and feel that embraces the bilingual/bicultural lifestyle of the Latino audience in the U.S. The campaign labeled “I Feel Tr3s”, which brings to life the brand’s evolved identity, will run across all platforms thanks to the creative expertise of California-based ad agency Casanova Pendrill; and the network’s new look and feel identities were developed by creative design shop Capacity in Los Angeles.

The “I Feel Tr3s” campaign is deeply rooted in the network’s consumer research, which indicates that the US Latino audience seeks a destination that resonates with their bilingual/bicultural identity and lifestyle. The audience-inspired concept reflects the emotions of this unique Latino audience as it relates to the new Tr3s programming line up.

The brand’s new look & feel mirrors the diverse beauty and colorful faces of the US Latino audience. Through a series of channel identities, Tr3s embraces the emotion, personality and aspirations of its bicultural audience to reinforce the “I Feel Tr3s” concept. Front and center is a bold and more simplified new logo that embraces the audience’s trilogy of cultures (American + Latin American = US Latino). The logo’s signature MTV, Música y Más underscores the brand’s expanded offering of music and more. These elements were created and produced by the LA based creatives at Capacity.

“Tr3s is committed to reflecting the unique and diverse personality of its audience,” commented Sean Saylor VP of Creative for Tr3s. “Our creative team welcomed the challenge to really grasp and interpret the identity and spirit of the expanded Tr3s brand which we are confident will deliver on the broader and deeper connection we have established with our audience.”

The marketing campaign includes a humorous TV spot entitled “Supermercado”, which features 3 characters in a local neighborhood market, where groceries are being scanned. Each scan is verbally represented by a slang word that identifies with the culture of each product, and closes with the line “two cultures, one channel”. The tagline “I Feel Tr3s” delivers on the existing void of a network where both cultures live, watch and laugh. The “I Feel Tr3s” concept was developed and executed by the California based agency Casanova Pendrill, one of the leading Hispanic Marketing Agencies in the U.S.

“The Hispanic consumer has evolved in many ways, and is living in both worlds,” states Elias Weinstock, Chief Creative Officer of Casanova. “They want variety, yet they are still proud, unapologetic of who they are, and remain optimistic. Our goal was to demonstrate the ability to co-exist within 2 cultures in a relevant, unforgettably humorous and poignant manner,” he added.

To view new commercial CLICK on link below:
http://files.me.com/sean.hueyo/ueivu7.mov>