The agency team at d expósito & Partners celebrated the Thanksgiving weekend with distinguished recognitions at the 23rd Annual Ojo de Iberoamérica awards, which took place Nov 25-27 via a virtual conference and awards ceremony from Buenos Aires. Every year, this premiere international festival celebrates the best in advertising and content that focusing on creative, entertainment and other communications produced specifically for Latin American and US Hispanic audiences.

d expósito & Partners was named “Best U.S. Independent Agency,” due to its overall strong performance in the creative competition, the agency based in New York says. Additionally, the agency won a Bronze award in the COVID-19 category of work for its public service campaign, “Lucha vs Virus.” The campaign also earned DEX two finalist recognitions, one for in the COVID-19 category and another for the Best Local Idea from the U.S.

“We are very excited with these results, not only because El Ojo is an international competition that recognizes work for pushing the boundaries of creativity and production, but because this campaign was 100% an agency initiative and entirely produced in-house,” says Paco Olavarrieta, Chief Creative Officer at d expósito & Partners. “It was born out of our desire to help keep our community be informed and stay safe during the pandemic, especially since there were so few campaigns with creative created for the Latino audience, in either Spanish or English.”

d expósito & Partners created and produced the “Lucha vs Virus” campaign to engage the Hispanic community and promote mask-wearing, as public health data from cities across the U.S. showed that COVID-19 has more severely impacted Hispanics and other communities of color. These same groups have been significantly more likely to be deemed as essential workers and far less likely to work from home, having to put themselves at risk of bringing COVID-19 back to their close-knit, multigenerational families and households. The campaign uses the widely popular sport of Lucha Libre (Mexican wrestling) as a device to encourage compliance to protect one another from spreading COVID-19, borrowing from this iconic Latino pastime with an important message, “the one who removes his mask loses the fight.” The integrated “Lucha vs Virus” campaign includes two TV PSAs, online video, digital display banners, print, and augmented reality filters for use on Instagram and Facebook. Visit the festival homepage for more information (in Spanish): CLIQ AQUI

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