Case Studies
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Sedano’s Honors Hispanic Customers with a Taste of Home
Multicultural Excellence Awards December 22, 2022To celebrate its 60th anniversary and pay homage to the Hispanic customers who have made the brand’s success possible, Sedano’s produced a special edition of its Neustra Sazón magazine, complete with food and drink recipes meant to honor Hispanic heritage.
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Sports Illustrated Uses Its Swimsuit Issue to Achieve Progress for Women
Multicultural Excellence Awards December 22, 2022With its “Pay with Change” campaign, Sports Illustrated used the popularity of its annual swimsuit addition to facilitate tangible positive change for women in society, requiring brands interested in advertising in the swimsuit issue to prove their commitment to women’s progress in some way.
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Toyota Celebrates Paralympic Triumph
Multicultural Excellence Awards December 22, 2022Toyota celebrated the story of Paralympian Brian McKeever and his brother, Robin, whose love and assistance helped make Brian’s athletic achievements possible despite his visual impairment.
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Mastercard Reaches Out to the Visually Impaired
Multicultural Excellence Awards December 21, 2022Mastercard introduced a new system of payment cards for blind and partially sighted customers, then promoted it via a cross-media campaign.
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The Black Elevation Map
Multicultural Excellence Awards December 20, 2022Black & Abroad created a Black Elevation Map to pinpoint where Black-owned businesses and cultural institutions are most likely to be present, absent, and in what abundance.
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Google Shows How the Pixel Can Overcome the Discrimination Faced by Hispanics
Multicultural Excellence Awards December 19, 2022Google’s "Para Todo lo que Eres” campaign sought to more deeply engage bilingual Hispanics, who were less aware of the Google Pixel smartphone than other demographics, by showing them how some of the new features of the Pixel 6 could help them overcome language barriers and skin color-related discrimination.
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Pantene Hosts a Quinceañera for 44-Year-Old Trans Woman and Her Family
Multicultural Excellence Awards December 19, 2022To recognize the International Day of Trans Remembrance, P&G’s Pantene hosted a quinceañera for 44-year-old transgender women, allowing her to finally “come out” as a woman in the Mexican tradition and surrounded by her family and friends.
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Burger King Used Authentic Photography to Promote Its New All-Natural Menu
Multicultural Excellence Awards December 18, 2022With its “Non Artificial Mexico” campaign, Burger King seized on the popular perception that Mexican advertising is inauthentic and used it to promote its brand new, all-natural restaurant menu.
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How Ford Positioned Its SUV as the Perfect Vehicle for Post-COVID Reunions
Multicultural Excellence Awards December 18, 2022In an effort to engage South Asians in the Toronto area, Ford Canada launched a campaign that positioned its Escape SUV as the perfect vehicle to help reunite families who were coming together to celebrate Diwali after a long, pandemic-induced layoff.
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Sound It Out
Multicultural Excellence Awards December 16, 2022Ad Council began by pairing kids and caregivers with Black and Latino recording artists and asked them to sit together for intimate conversation sessions, guided by mental health professionals. Over a period of several weeks, the artists transformed the kids’ feelings and anxieties into both the lyrics and melodies of new songs.
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Vaseline’s See My Skin Campaign Was a Success
Multicultural Excellence Awards December 16, 2022As the brand that exists to give everybody healthy skin, Vaseline approached the lack of diversity in dermatological imagery not just as a user experience problem, but as an equity issue. The brand set out to raise awareness of the racially biased systems that impact algorithmic search, provide proper representation and access to equal care, and most of all, help Black and Hispanic people be seen.
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AltaMed Promotes Elder Care to a Resistant Hispanic Community
Multicultural Excellence Awards December 11, 2022A documentary campaign approach raised awareness of and enrollment in AltaMed's Program of All Inclusive Care for the Elderly (PACE), a managed care health plan providing comprehensive senior medical and social services. Real-life experiences of diverse participants were depicted to supplement in-person visits (and world-of-mouth) as the main drivers for program enrollment.
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Champion’s Movement for Inclusion and Inspiration
Multicultural Excellence Awards December 11, 2022Champion has seen a massive brand resurgence in the last half a decade, but over the last two years the brand has faced declining search interest, a loss of followers and waning retailer excitement.
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How Corona Is Helping Fight Plastic Pollution
Multicultural Excellence Awards December 11, 2022Corona has been committed to the sea and its preservation since the very beginning, but its awareness and beach cleaning platforms are no longer enough. The state of the oceans is so alarming that the brand decided to take its commitment deep into the ocean.
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How Google Made Its Camera More Inclusive
Multicultural Excellence Awards December 11, 2022Historically, camera technology hasn’t accurately represented darker skin tones. Camera and image technology have centered light skin — a bias that's crept into many products, even today. This is why Google set out to design its most inclusive camera, with a strong focus on people with darker skin tones.
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Pitching QuickBooks to Hispanic Small Business Owners
Multicultural Excellence Awards December 11, 2022Hispanic small business owners have an “if it’s not broken, don’t fix it” ethos, but QuickBooks wanted to show them that it could help them grow. Using a strong cultural tie to communicate its benefits, the “Adios Cuadernito” campaign was 54 percent more efficient at driving incremental new customers versus the latest QuickBooks campaign with similar spend.
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The AARP Virtual Concert Series
Multicultural Excellence Awards December 11, 2022AARP has always been committed to empowering people to choose how they live as they age. Through its virtual concert series, AARP celebrates the scientific connection between music and brain health with diverse audience segments, all while bringing music — and happiness — into their lives.
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The BET Awards Takes Over the Iconic Hollywood Sign
Multicultural Excellence Awards December 11, 2022BET promoted its 2022 BET Awards program with a spectacle of projected lights and imagery that capitalized on Los Angeles’ iconic Hollywood sign.
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The Saweetie Meal
Multicultural Excellence Awards December 11, 2022To reach a young Asian American audience, McDonald’s introduced the new Saweetie Meal, leveraging the unique appeal of iconic celebrity Saweetie, increasing sales and guest counts, as well as driving digital acquisition.
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AARP Highlights Black Leaders During Black History Month
Multicultural Excellence Awards December 10, 2022AARP took a unique and ownable approach to Black History Month by developing a national brand campaign that highlighted Black leaders making history now.
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