Imaginémonos Cosas Chingonas
Chicharito Comes Home
Imaginémonos Cosas Chingonas
The Ask
The Insight
The Execution
Create a digital-first video to announce the LA Galaxy signing of Mexico's all-time leading goal scorer Javier 'Chicharito' Hernandez
With Mexico's deep fanbase in LA, this is a home coming for Chicharito and the realization of a dream by many fans to
Use animation to tell a visual story that reflects the experince of growing up in LA as a Galaxy fan
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1.9 million views
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15.2 million impressions
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1.3 million engagements
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36,000 new followers
A Mexican Icon with Big Dreams
Mexico's most famous soccer player was set to become the next great icon to wear the LA Galaxy jersey and we looked to celebrate his arrival with a story that would resonate with the over 3.5 million people in LA who fly the Mexican flag. We invited everyone to imagine what dreams could come true.
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El Tri is LA's
Home Team
We positioned Chicharito's arrival as a homecoming, building on the idea that Angelinos were already fans of him and reminding them of there love of him that spurred the nickname "Chichadios" or Chicharito the god.
Spanglish is the Language of the City
While the rest of the world sees Hollywood, over 4.5 million people live east of Downtown LA in neighborhoods most tourist never see. With over 60% of people primarily speaking a language other than english and with 47% of the population of Latino identity, we intentionally chose for our narration to move between English and Spanish without using subtitles to translate. We wanted our target audience to know we were speaking directly to them.
Inspired by Themes of Magical Realism
Blurring the lines of dreams and reality we created a visual style that felt etherial in its treatment, featured hand painted graphics, and leveraged mixed media sources as if blurring in and out of what is and what could be. We grounded this experince in the locations familiar to our community, with music from local artists, and the iconic murals that color our lives.
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the first 24 hours:
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1.9 million views
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15.2 million impressions
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1.3 million engagements
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36,000 new followers
Reception
