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Digiday is proud to announce the primary version of the Digiday en Español Awards, recognizing artistic work specializing in Spanish-speaking audiences within the U.S., Latin America and Spain.
Diversity, inclusion, connection, recognition and social accountability had been simply a number of the main themes discovered all through the multicultural advertising trade’s finest campaigns, firms and individuals this 12 months.
One entrant targeted on inclusion and social accountability was The Weather Channel en Español, which received Best Use of Video. Its community, TWCE, is the primary 24-hour Spanish-language free streaming climate information community within the U.S., masking the U.S., the Caribbean and Latin America. In addition to dwell broadcasts, TWCE options unique content material that includes thrilling and sudden views on climate, local weather change and extra. For instance, it produced a particular about Puerto Rico, taking an in-depth have a look at the erosion of seashores, the extinction of some species and the affect on fishing and tourism.
To deliver consideration to numerous, impartial artists, the Mexico division of the NFL developed the ‘NFL Orígenes’ initiative to safe the Best Marketing Campaign award. This marketing campaign aimed to develop a brand new line of NFL merchandise and promote it on the Mexico City recreation and retail companions across the metropolis. By giving artists and designers within the vogue house a platform round key tentpole occasions, their work will be proven to a broader viewers. One instance is the work of Alberto López Gómez, which preserves the essence of an historic weaving custom with the assist of the group the place it originated. The surrounding media marketing campaign and interviews raised consciousness in regards to the under-representation of indigenous artisans and designers within the retail vogue trade.
Marketer of the Year went to NBCU Telemundo’s Claudia Chagui for her many achievements, together with main the advertising marketing campaign for the record-shattering FIFA World Cup Qatar 2022. Chagui’s group tapped into the guts of what the largest soccer occasion on the planet means to Telemundo viewers and drove dwelling the place they will anticipate finding the very best, most bold World Cup protection ever. Chagui and her group proceed to drive analysis into Telemundo’s deep reference to its rising viewers — 67 million Latinos within the U.S. and thousands and thousands extra all over the world. Furthermore, Telemundo made historical past this 12 months because the first-ever Spanish-language community to broadcast the Super Bowl, averaging 1.9 million viewers, by far the most-watched NFL recreation within the U.S. Spanish-language historical past.
To showcase its numerous choice of music, Amazon Music and BeautifulBeast teamed as much as improve consciousness of the model amongst Latin music listeners and U.S. Hispanic younger adults and improve Latin music month-to-month energetic customers. With ‘The Game Changers’ idea, the pair secured the win for Best Bilingual Marketing Campaign. ‘Game Changers’ embodied the artistic bravery of recent artists and of younger Latinos within the U.S. Amazon Music wished to present omnicultural, non-Latino followers of this music an outlet to find, be taught and recognize Nuestra Cultura past music. The marketing campaign generated a rise of 13.6% in unaided consciousness amongst U.S. Hispanics and narrowed the hole of unaided consciousness between U.S. Hispanics and most people by 16.6%.
In searching for to succeed in South American (SAM) shoppers touring to the U.S. and promote particular airline routes, Delta Air Lines and My Code received the Best Use of Influencer Marketing award. The 4 main routes the airline wished to advertise had been Brazil (Sao Paulo–New York), Chile (Santiago–Atlanta), Mexico (Mexico City–Los Angeles) and Columbia (Bogota–Miami). Delta and My Code produced a video collection that includes influencers that self-identify with the SAM group and viewers. The group utilized its influencer community to faucet creators and artists to assist embody ‘the pursuit of inspiration’ by pairing artistic collaborators from each the U.S. and SAM nations. The idea was constructed to encourage and highlight the artistry of creatives from SAM nations and how Delta Air Lines can deliver them collectively actually and creatively. The viewers obtained the marketing campaign nicely, with 88% score it constructive.
Full 2023 Digiday en Español Awards winners record beneath:
Best Bilingual Marketing Campaign
Amazon Music & BeautifulBeast
Best Content Marketing Strategy
EGO (Unilever) + VolkGames (Caracol Televisión)
Best Marketing Campaign (Mexico)
Best Marketing Campaign (U.S.)
Best Sports Marketing Campaign
Best Use of Emerging Technology
Finecast, a part of GroupM Nexus and mSix & Partners
Best Use of Influencer Marketing
Delta Air Lines & My Code
Best Use of Out-of-Home Media
Amazon Music & BeautifulBeast
Best Use of Social Media
The Weather Channel en Español
Best Use of Video
The Weather Channel en Español
Leader of the Year
Kaio Philipe, COO and Co-Founder, Bloomberg Línea
Marketer of the Year
Claudia Chagui, SVP, Marketing & Creative, NBCU Telemundo
Publisher of the Year
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