THE ASK

Taco Bell tasked us with the challenge of reaching Latine Cultural Rebels (Gen Z) during the FIFA World Cup. Finding the intersection between food, sport and culture; Taco Bell is the place where people are invited to come together to fuel their sports and food fandom.

THE SOLUTION | DONDE WE ALL PLAY

True Latine soccer lovers don’t need fancy equipment, a pitch, or even a real ball to play. They just need a hunger and passion for the game. So we created a platform to accentuate our young, hungry, third culture audience and brought Donde We All Play to life through our :30 spot and digital campaign extensions.

IYKYK INFLUENCER AMPLIFICATION

Casting talent who showcase Latine Fusion across fashion, art, sports and music our powerhouse lineup reflected our audience in front and behind the camera. Including Taco Bell fans: Tarun Sinha + CJ Operamericano, Cultural leaders of Latine youth: The Paisa Boys + Genai Nakama and our Mexican-American US Women’s Soccer star Ashley Sanchez. Our director Rocio Crudo brought the culture to life in tandem with Niña Dioz (Queer, Mexican, Hip-hop icon) who released her new song Siéntelo with our World Cup spot.

Niña Dioz Instagram tease and TikTok amplification

CROSS PLATFORM CUT DOWNS

THE RESULTS

Secured 46 total pieces of earned and social coverage from ad/marketing trades, Latin, music and LGBTQIA+ publications, including Adweek, Billboard, GLAAD, Portada-Online and more, garnering 602M+ total earned and social impressions.

10M+ Total Impressions | 3.5% Increase in Latine Current Customer
6.3% Increase in Purchase Intent with Hispanic Consumers | +1.6 Consideration

ACD ART | Priscilla Karamzadeh
TEAM | Kevin Green (GCD), Carrie Barr & Juan Vassallo (CD), Michelle Marquez (CW)