Lopez Negrete Communications, Inc. won the Mosaic Award in the “Multiethnic Ad Campaign” category for its “Vida 23: Sabor a Otro Nivel” featuring Pitbull. The campaign launched in 2011 for one of the agency’s largest clients, Dr Pepper Snapple Group.
“I speak on behalf of everyone who collaborated on this assignment when I express how very proud we are of the campaign’s reception,” said Alex López Negrete, president and CEO. “We consider this award a significant one because it illustrates our keen ability to connect with Hispanic audiences and furthermore develop solid strategy and powerful creative executions that tangibly deliver on our client’s business goals, always a top priority.”
The aspect of the “Vida 23: Sabor a Otro Nivel” campaign that made the biggest impression on the judges, and what Lopez Negrete can attribute their win to, is the targeting and successful engaging of young bicultural Hispanics between ages 18 and 24. With Latino urban artist Pitbull at the forefront, writing and recording the song “Vida 23” exclusively for the campaign, the brand accomplished their goal of connecting with such an elusive and crucial market through a variety of channels.
The Diversity Achievement and Mosaic Awards & Forum present Mosaic Awards in seven different categories, recognizing successful multicultural marketing and diversity efforts. Since its inception in 2001, Diversity Achievement and Mosaic Awards & Forum has established itself as Advertising Week New York’s premier diversity and multicultural event.