Los Angeles, Ca - Conill was a Grand Prize winner at the 2013 ANA Multicultural Excellence Awards, held this week in Los Angeles. The agency took home top honours in the Hispanic category for its “Bellies in Concert” experiential campaign for Procter & Gamble’s Pampers. Conill’s winning entry rose to the top of a crowded field of more than 66 entries.
The campaign centered on the
consumer insight that behind each Hispanic baby born in the United States,
there’s a mom who fears that her child will lose their unique heritage.
Leveraging a strong element of Latino culture, music, the agency created a
unique experience – the first ever concert for babies still in the womb. 1,500
expectant mothers were invited to the New World Center in Miami Beach for this
special event, where they were provided with specially designed “belly phones”
that played orchestrated Latin music to the babies in their bellies and the
moms in the arena. 52 musicians performed ten classically rearranged songs from
celebrated Latin artists. Internationally renowned Latin singer Thalia served
as Master of Ceremonies for the concert.
A video case study of Bellies in Concert is available at http://conill.com/portfolio#belly-concert
“We are delighted that the efforts of our people were recognized on such an important stage,” said Conill President Carlos Martinez. “This campaign was inspired by true cultural insight and delivered in an absolutely unexpected way. It’s the kind of work that reinforces our belief in the unreasonable power of creativity.”
Photo: Ludwig Ortiz, Conill's Strategic Planning Director, at the award ceremony