Republica Havas is an international agency creating relevant, enduring connections between brands and people across culture, language, and technology.
Life is more than a journey – it’s a mile-a-minute adventure. For 50 years, the Toyota Corolla has invited Hispanics to open their hearts and minds to the promise of the open road.
They say the three most important things to Hispanics are faith, family and fútbol…but not necessarily in that order. And since the World Cup is their cathedral, when Telemundo won the Spanish language rights to broadcast the largest sports event in the world, we needed to shift decades’ worth of perceptions and help establish the brand as the new Spanish-language home of the World Cup.
Sedano’s Supermarkets, the largest Hispanic supermarket chain in the US, had been targeting a loyal group of Hispanic women aged 65+. For the business to grow and compete in the evolving digital landscape, we identiﬁed a huge opportunity to engage a younger bicultural, bilingual group of men and women.
We were challenged with creating a campaign that differentiated the brand from its competitors and highlighted the target audiences changing value proposition of cruising + immersive on land experiences.