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Title: Hispanic Advertising Agencies Honored for Pro Bono Campaigns Valued at More than $12'1 million


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Hispanic Advertising Agencies Honored for Pro
Bono Campaigns Valued at More than 12.1 million
April, 2006
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The Association of Hispanic Advertising Agencies
(AHAA) announced today it will be recognizing 16
member Hispanic advertising agencies for their
pro bono work valued at more than 12.1 million
for more than 25 media campaigns during its
semi-annual conference titled "AHAA Knows
Latinos Insights on Media Behavior" in Los
Angeles from April 5th-7th, 2006. Los Angeles
Mayor Antonio Villaraigosa will open the
exhibition and conference on Wednesday, April
5th, 2006 starting at 7 p.m. during the opening
night reception recognizing the creative
campaigns of these philanthropic agencies. Los
Angeles Mayor Antonio Villaraigosa will open the
exhibition and conference on Wednesday, April
5th, 2006 starting at 7 p.m. during the opening
night reception recognizing the creative
campaigns of these philanthropic agencies.
Media work for organizations including March of
Dimes, United Way, Heal the Bay, Big Brothers/Big
Sisters, Centers for Disease Control
Prevention, Aids Foundation for Chicago and many
others are being featured during AHAA's
conference. AHAA members helped convey issues
including birth defects, drug use, animal
cruelty, spirituality, obesity, driving safety,
environmental, child safety and others affecting
the Hispanic population.
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Hispanic advertising agencies have a social
mission that is inherent to the Latino culture
and is at the core of AHAA members' businesses,
according to Alex Lopez Negrete, chairman of the
Association of Hispanic Advertising Agencies and
president and CEO of Lopez Negrete
Communications. "It's a matter of doing the
right thing both from a community perspective and
a business perspective," says Lopez Negrete.
"Getting involved in the communities we serve is
healthy for our staff, for the agencies'
business, and for our individual communities."
The positive social reward and empowerment that
comes from contributing to a greater cause and to
the betterment of Latinos is energizing," he
adds. The success we and our clients enjoy is
dependent upon healthier, smarter, better
educated consumers, so we have a responsibility
to them. It is right to give back to, and
continuously serve, the communities and the
population we represent." The following AHAA
members' pro bono campaigns are being showcased
30 SEGUNDOS, LLC Arvizu Advertising
Promotions Bromley Communications cruzkravetz
IDEAS Dieste, Harmel Partners Enlace
Communications, Inc. Fusion Multicultural
Garcia 360 degrees Interlex K. Fernandez and
Associates, LLC La Agencia De Orci _at_ Asociados
Lapiz Lopito Ileana Howie, Inc.
Machado/Garcia-Serra (MGS) Communications The
San Jose Group and Ofrenda, Inc. - SVREP.
4
AHAA's semi-annual conference is occurring April
5th-7th, 2006 at the Hyatt Century Plaza in Los
Angeles, CA. The pro bono advertising campaigns
will be showcased during the opening night
reception starting at 7 p.m. on Wednesday, April
5th, 2006. About AHAA The Association of
Hispanic Advertising Agencies (AHAA) is the
national organization of firms that specialize in
marketing to the nation's 41 million Hispanic
consumers, the most rapidly growing segment of
the American population. AHAA promotes the
strength of the Hispanic marketing and
advertising industry to the private and public
sectors. AHAA agencies offer a unique blend of
cultural understanding, market intelligence,
proven experience and professionalism that
deliver Hispanic market success for clients. AHAA
agencies help organizations gain market share,
increase revenue and grow profits by building the
bridges and delivering the messages to reach
America's Hispanic consumers, who together have
an estimated buying power of 630 billion. Visit
http//www.ahaa.org for more information.
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ORGANIZATION MARCH OF DIMES CAMPAIGN
SYNOPSIS March of Dimes is raising awareness and
funding research into the causes of premature
birth in its latest effort to save babies. This
PSA is part of a national campaign (in English
and Spanish) to educate women on the growing
crisis of premature birth. The popular Mexican
recording artist, Thalia, is the spokesperson who
helps reach Latinas, as well as the general
public, with the message that premature birth is
the leading killer of newborns in the U.S. and
that babies need the full nine months of
pregnancy to be born healthy. CREDITS Creative
Directors Marta Ferreira Pero and Alex
Ross Director César Vera Producer Alexandra
Franceschi Editor Gustavo Bernal Visual Effects
Jeff Spangler. Sound Joseph Casalino
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ORGANIZATION California Wellnes
Foundation CAMPAIGN SYNOPSIS Print Ads. Campaign
directed to policy makers to influence their
decisions. CREDITS Creative Director Maite
D'Amico Art Director Jose Santinelli Copy
Germán Libenson
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The agency has been working with the University
of the Incarnate Word since the 1980s and the pro
bono work is a trade for school hours for Bromley
employees.  The university offers a
Christian-oriented curriculum stressing morals
and ethics.  The team of Ron Landreth, Group
Creative Director Victor Noriega, writer, Rick
Lopez, senior art director, and Catarino Lopez,
creative director produce broadcast and print
advertising as part of an overall branding
campaign to increase enrollment.  Presented in
a surprising way using humor, and
attention-getting creative, they conceptually
differentiate the university from other
higher learning institutes by pulling up core
equities that are advantageous to prospective
students teaching expertise, unique degree
programs, teacher/student ratio, and online
offerings.
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ORGANIZATION Heal The Bay CAMPAIGN SYNOPSIS TV,
Radio, Transit and Collateral. The campaign
illustrates the results of putting trash and used
motor oil in storm drains. CREDITS Creative
Director Maite D'Amico Art Director Mariana
Milgram Copy Germán Libenson Producer Gilda
Zevallos Director Jorge Rosales
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In no small part due to Chairman Carl Kravetz¹s
marriage to Univision¹s La Doctora Aliza,
cruz/kravetzIDEAS is particularly dedicated to
issues of health. The mission of the California
Wellness Foundation is to improve the health of
the people of California by making grants for
health promotion, wellness education and disease
prevention. It is currently focused on eight main
issues Diversity in health professions,
environmental health, healthy aging, mental
health, violence prevention, women¹s health, work
health and teenage pregnancy prevention. The
ad, created by a team including CD Maite D¹Amico,
writer Germán Líbenson and senior art director
José Santinelli, was one of a series designed to
make adults aware of the costs to society of teen
pregnancy. The ads also targeted state
legislators in Sacramento to ensure that the
issue was addressed in the State¹s budgeting
priorities. The simple copy treatment and
startling headline were designed to break through
the cluttered environment in the newspapers in
which it ran.
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ORGANIZATION Partnership for a Drug Free
America CAMPAIGN SYNOPSIS Analogy between life
and a match when you use drugs. CREDITS Creative
Javier Guernes AD Paty Martinez Copywriter
Iñaky Escudero
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ORGANIZATION ED Bosques Clinic CAMPAIGN
SYNOPSIS Eating Disorders Awareness CREDITS CREA
TIVES Aldo Queveda, Rose Gomez, Jesse Diaz,
Gabriel Gutierrez, Boris Nurko, Robert Schneider
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ORGANIZATION Big Brothers Big Sisters CAMPAIGN
SYNOPSIS Increase awareness of Big Brothers Big
Sisters as an established, credible mentoring
organization and to clarify the purpose and
benefits of mentoring (for both mentors and the
parents of mentees). CREDITS Creative Alex
Walktuch and Alonso Nunez Account Services, Jenni
Caniggia and Adriana R. Madrigal
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ORGANIZATION The Spanish Education Development
Center ("SED") CAMPAIGN SYNOPSIS SED is
celebrating its 35th anniversary this year -2006-
a perfect time to uplift its image, launch a
public relations campaign, and raise much needed
funds. The first step was to revamp SED's website
and letterhead. Next is the public relations
campaign, including local print, radio, and
television. CREDITS Graphic Designer, Website
Lorena Parra Copywriter Juan Cabrera Graphic
Designer, Letterhead Yael Glanszpigel
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ORGANIZATION Centers For Disease Control
Prevention CAMPAIGN SYNOPSIS "Paremos El VIH.
Empieza Tu." A campaign created to raise
awareness of the HIV epidemic and to stress the
importance of testing as a prevention tool among
U.S. Hispanic/Latinos. CREDITS Creative
Director Luis Garcia Copywriters Dario Campos,
Hazel Swayne Art Director Dario Campos, Hazel
Swayne Account Director Marisa Medina Planner
Erika Posper
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ORGANIZATION Centers for Disease Control
Prevention CAMPAIGN SYNOPSIS "Niños Activos.
Familias Sanas." Campaign created to motivate
parents to inspire physical activity among tweens
(kids aged 9-13) as a means of combating health
problems with obesity and to displace risky,
unhealthy behaviors. CREDITS Creative Director
Luis García Copywriter Dario Campos and Hazel
Swayne Art Director Dario Campos and Hazel
Swayne Account Director Galeana Woodson Account
Executive Gerardo Arambula Planner Erika Prosper
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ORGANIZATION Texas Department of State Health
Services CAMPAIGN SYNOPSIS "Mi Familia No Fuma"
leverages the power of the Latino family unit and
the inspirational mindset to prevent and reduce
tobacco use. CREDITS Co-Creative Directors
Heather Ruiz and Rudy Ruiz
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ORGANIZATION Friends of Government
Canyon CAMPAIGN SYNOPSIS Documentary was
produced for the grand opening of the Government
Canyon Natural Area to bring awareness to the
public about the importance of preserving the
natural area to protect our drinking
water. CREDITS K. Fernandez and Associates, LLC
Five Point Six Production Matchframe Board of
Directors of Friends of Government Canyon Lydia
Saldaña Texas Parks and Wildlife
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ORGANIZATION Humane Society, SPCA of Bexar
County CAMPAIGN SYNOPSIS TV spots were created
to bring animal cruelty awareness to the
attention of the public in an attempt to help
stop it. It has been confirmed that people who
are cruel to animals can become harmful to humans
as well. Spots were created in both English and
Spanish to reach residents of Bexar
County. CREDITS President Karla Fernández
Parker Creative Director Ruben Cubillos Art
Director John Andrade Account Executive
Gabriela Seidner Copywriter, Sound Designer,
Music Producer Uriel Vasquez Copywriter Marcos
Hernández Music Editor Gustavo Farias Director
Glen Duchaine Producer Carolyn Emanuel
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ORGANIZATION Mayte Prida Foundation
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ORGANIZATION AIDS Foundation of Chicago CAMPAIGN
SYNOPSIS Crystal Meth is the fastest-growing
drug abuse problem in Chicago, especially among
gay men. Seen as a glamorous party drug, its use
spiraled out of control. The drug, besides being
the most addictive out there, makes the user feel
dangerously hypersexual, and that has meant a
sharp increase in unsafe sex and HIV infections.
Lápiz, created the campaign "Crystal Breaks" to
persuade gay men to stay away from Meth. Using
the metaphor of crystal, the campaign reveals the
horrific nature if Crystal Meth underneath its
beautiful facade. Using primarily guerilla,
events and internet, the success of the campaign
generated enough support to later produce print,
OOH TV. CREDITS Creative Directors Laurence
Klinger, Guillermo Tragant Art Directors Marla
Bernal, Oscar Contreras Copywriters Gloria
Dusenberry, Natalla Mendes, Rogerio Baran Print
Production Milagros De la Rosa Photographer
Sandro Agency TV Production Alethya Luiselli,
Ken Gilberg Web Design Stefan
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ORGANIZATION ASSMCA - "Esta pendiente" CAMPAIGN
SYNOPSIS A campaign created by the office for
the Mental Health of Children. It's purpose is to
create awareness among the general public of the
entity's existence and the importance of
children's mental health as an issue CREDITS Crea
tive Director Tere Dáriela Art Director Jorge
Sierra Copy Brenda Liz Rosarie Producer
DAS Production Company TV Films Graphic Bernice
González
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ORGANIZATION ASSMCA - "Esta pendiente" CAMPAIGN
SYNOPSIS A campaign created by the office for
the Mental Health of Children. It's purpose is to
create awareness among the general public of the
entity's existence and the importance of
children's mental health as an issue CREDITS Crea
tive Director Tere Dáriela Art Director Jorge
Sierra Copy Brenda Liz Rosarie Producer
DAS Production Company TV Films Graphic Bernice
González
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ORGANIZATION Voices For Children Be a Voice - Be
a Hero Gala 2006 CAMPAIGN SYNOPSIS The annual
Voices For Children Foundation Gala is the
primary fundraising event benefiting abused and
neglected children in Miami-Dade County. MGS
Communications provided pro-bono public relations
services to create awareness for the organization
and drive attendance/donations for the annual
gala. In addition, MGS developed the collateral
materials including invitation, program book,
and donation brochure. CREDITS Manuel E.
Machado CEO/Co-Chairman Art Director Jose
Rementeria Graphic Designer Javier Ruíz
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ORGANIZATION Hispanic Christian Churches
Association (HCCA) CAMPAIGN SYNOPSIS The San
Jose Group has helped the HCCA develop a PSA
program to accomplish the goal of helping
Hispanics in the U.S. and Latin America fulfill
their spiritual needs by encouraging them to
begin a relationship with God and lead more
prosperous lives. CREDITS Creative Director
Enrique MENA Production Manager John Bohorquez
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