Work – Initiative

US

Modelo Lowrider

To combat category decline, Modelo needed to grow share in a critical sales market and Hispanic heartland. Hispanic drinkers in Los Angeles value authenticity and representation, but Modelo had to do more than rehash tired macho stereotypes. As champion of the Fighting Spirit, Modelo zeroed in on an iconic subgroup in Mexican street culture: Latina Lowriders. Modelo brought back the most influential voice in lowriding – Lowrider Magazine -and turned it into a vehicle for female empowerment.

Netherlands

SIM (Special Investigative Media)

Amid a 20% surge in crime victimization among Dutch citizens last year, a desperately understaffed Dutch Police Force faced an increase in unsolved cases. Eyewitness tips became the critical divide between solving crimes and letting them go cold. We transformed our marketing algorithms into a real-time crime-fighting tool. Within minutes of a crime occurring, our platform automatically builds and deploys hundreds of assets in programmatic, search, and social to a geotargeted population of potential witnesses. Tailored dynamically to each crime's specifics, our campaigns didn't merely reach millions—they transformed viewers into potential keys for justice, yielding unprecedented engagement and response rates. This campaign received a Bronze at the 2024 Cannes Lions Awards in the Media category for Not-for-Profit Charity & Government Work.

United States

IN THE DEEP

We partnered up with Gilead to create a unique custom podcast that would dive into the challenges surrounding HIV in the South – In the Deep. This isn’t the story of media riding the coattails of creative, nor how smart media planning amplified another agencies’ creative idea. This a story about how media-driven cultural and consumer understanding opened the door for media-driven consumer facing executions which led to life-altering outcomes for a vulnerable population.