The ninth annual iHeartRadio Fiesta Latina festival was presented by JUVÉDERM® Collection of Fillers. This festival honors Hispanic Heritage Month and is an overall celebration of Latin culture music. This campaign was very important for the brand due to the brand making Bilingual/Bicultural Hispanics their primary target for Allergan target brands. For this campaign we designed and produced Jumbotron spots as well as accompanied social posts to promote the event.
I lead this project with my copywriter partner and created an entire look & feel for this campaign. I wanted the campaign to be tropical and energetic while promoting the Juvéderm brand as a key message. For the Jumbotrons we wanted to include a mixture of English and Spanish in the supers to connect and relate to the audience at Fiesta Latina as much as possible.
Juvéderm created a sweepstakes which allowed its patients to enter for a chance to win a weekend in Miami for the Fiesta Latina festival. We created three stages of social posts; a teaser, an announcement & a reminder. These posts helped spread the word about the event to Juvéderm patients and followers and created excitement around the event! In order to reach our target audience we developed Spanish versions of all of these posts.
Agency: FCB Chicago
Role: Associate Art Director
Creative Director: Lauren Lenart
Copywriter: Ruth Brandt