ADC Awards
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Category
Fusion Cube
Annual ID
ADC101_FUS001F
About the Work
Pre-pandemic, Latinx-owned small businesses grew faster than all other ethnic groups in business. The NY Federal Reserve Bank, however, reports that 32% of these businesses closed during the first month of the pandemic.
So UPS partnered with Colombian reggaeton star J Balvin to create the original song “Juntos Imparables” (“Unstoppable Together”), which uplifts and celebrates Latinx small business owners. A music video featuring J Balvin was recorded, too, and he dropped a series of teasers about the song on his TikTok and Instagram. A subsequent TikTok challenge had users share their favorite Latinx-owned SMBs.
A month after the challenge went live, J Balvin surprised two of the Latinx-owned SMBs featured by creating a TikTok duet using their videos. We also partnered with J Balvin to send four Latinx SMBs a “J Balvin Approved” plaque. Each business proudly hung the plaque in its store and posted about it on its social channels.
Not only did this campaign help Latinx small-business entrepreneurs (who were disproportionately affected by Covid), it also helped UPS build relevance with younger and more diverse small-business owners — a move imperative to its growth. The campaign landed in Latinx-owned bodegas and the pages of Rolling Stone. It also:
- Received 9B+ TikTok views (4x the benchmark) and upped UPS’s TikTok engagement 38%.
- Generated 93M impressions from mentions.
- Landed 171 unique placements in publications like Billboard and People en Español — totaling 1.5B+ earned impressions.
- Saw more than 1,500 creators use the song in their own content.
- Boosted visibility for over 600 Latinx-owned small businesses.
Most importantly, Latinx consumers and small-biz owners felt the love:
- “Finally, a hashtag made for us.”
- “Love this! Thanks for supporting small businesses! Especialmente latin@s owned.”
- “Thank you @ups and @jbalvin for helping us spread the word about our business, forever grateful.”
2022 Awards
Total Points: 90
Fusion Cube
Credits
Agency
The Martin Agency / Richmond
Client / Brand
UPS
Production Company
LOBO / New York
Six Point Pictures
Post Production Company
LOBO / New York
Editorial Company
Exile Edit
Art Director
Sara Goforth
Animator
Bruno Basil
Jay Purrington
Lo Harris
Chief Creative Officer
Danny Robinson
Creative Director
Jeanette Tyson
Kevin Ragland
Executive Producer
Sofia Dunin
Pamela Mahan
Illustrator
Fernando Volekn Togni with SNYDER New York
Producer
Dana Jensen
Nick Costa
Aron Matschulat Aguiar
Brad Johns
Catherine Kennedy
LauRenn Reed
Oliver Whitworth
Paul Amorese
Sasha Hirschfeld
Account Director
Aspen Blum
Account Supervisor
Cali Feitelson
Animation
Super Joy
SuperJoy
Artist
Eve Liu
Sophia Yeshi
Associate Producer
Dina Alemu
Colorist
Luke Morrison
Line Producer
LaTonya Joyce
Senior Copywriter
Emma Richards
Account Executive / Project Manager
Daniel Gonzalez
Apparel Photography
Ethan Hickerson
Associate Design Director
Judd Burnette (for power words)
Associate Director Financial Affairs
Kelly Clow
Audio
Mike Kelly
Business Affairs Supervisor
Sam Katz
Color
Electric Theater Collective / London
DP
Sheldon Chau
Tyler Maxwell
Executive Producer, Partner
Luis Ribeiro
Music
Overcoast
Original Tracks by Animal Music
Slang Music Group
Music House
Universal Music and Sony Music
On-Camera Talent
Sophia Yeshi
Partner / EP
Sarah Donnenberg
Partner / HOP
Kirstin VanSkiver
Post / Animation / Edit
SuperJoy
Production
SLMBRPRTY
Production Designer
Yu-Hsuan Chen
Production Supervisor
JaMar Jones
Rainmaker
Mike O’Connor
Shoot / Production Co
TRVE Creative
SVP, Global Account Director
Britta Dougherty
SVP, Head of Integrated Production
Tasha Dean
VO Talent
Sophia Yeshi
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