Lucha Libre Videogame recruits the Vox Collective.

Slang, a publisher of videogames inspired by Hispanic culture, announced that is has signed NY-based boutique advertising and creative assets agency the vox collective as its partner in the launch of its upcoming “Lucha Libre AAA Heroes del Ring” videogame.

The vox collective—which competed against agencies in both the U.S. and Mexico—has already been working with the client to develop the overall strategic positioning for the product, the creative teaser and launch campaigns, as well as the media plan to reach both mainstream and Hispanic audiences.

Lucha Libre—the original form of wrestling—delivers a fun and powerful experience packed with memorable characters, fearlessness, as well as wondrous moves and acrobatics. The Heroes videogame delivers this experience through state of the art game-play designed for both casual and hard-core gamers. “Our goal with the launch campaign is to intrigue and excite gamers to put on their Lucha Libre mask and get in the ring,” stated Abraham Bautista, President and CEO of Slang.

“The vox collective won us over with their vision of a strong crossover and Hispanic anthem for this videogame. Their positioning of the game as “It’s Not Wrestling. It’s Lucha Libre,” powerfully delivers on the authenticity that sets us apart from other forms of wrestling. They also convinced us by thinking as business partners, presenting ideas beyond standard marketing,” added Bautista.

“The ‘Heroes del Ring” game is part of what our agency is all about: identifying emerging cultural trends and shaping them into products, assets, and campaigns that become part of pop culture, moving both people and units. Our task now is to deliver a powerful creative campaign that knocks out the competition,” stated Roberto Ramos, President and CEO for the vox collective.

The creative campaign for “Heroes” is being spearheaded by the vox collective Chief Creative Officer Susan Jaramillo. The anthemic trailers are being directed by agency partner and film-maker Andrés Cortés. Mexico’s Bite marketing has served as creative partner. Besides strategic and creative development the vox is also responsible for mainstream and Hispanic media planning, digital strategy, and branded content.