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2022 Next Creative Leaders Work - NCL Work

Share For Good

Agency Sofia Rosell

Client NCL 2022 | Sofia Rosell


NCL 2022

Annual ID


Project Type

DAVID The Agency

Client Name
Estrella Jalisco

Client URL

My Role in This Project
As my partner and I realized that Facebook search results were yielding racist and Anti-Mexican messages, we knew there was something we needed to do. Together, we created the Share For Good campaign for our client Estrella Jalisco, a Mexican beer brand that prides itself on it's never-bitter after-taste. I wanted to make sure the campaign was representative of the people and the product it was celebrating, so I lead the production on the creative side of it, and demanded we cast all Mexican and Mexican-American Latinx creators. Together, we created hundreds of pieces of positive content that was seeded by the brand to turn all the negative results into positive ones. As the only female, Latina creative in my agency, and on the project, I made sure every decision made during this production was to help support and represent the true essence of the beautiful Mexican culture.

Project Description
During the time the beer brand, Estrella Jalisco, was entering the US market, there was a lot of hate online towards the Mexican people. As a beer that represented this never-bitter, positive culture, they tasked us with creating an online campaign that would speak to that. We created #ShareForGood, an online campaign that, with the help of some amazing Latinx creators, overtook Facebook and replaced the negative Mexican content with positive.

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