The One Show
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Category
Targeting
Annual ID
OS_CU21_018M
About the Work
A combination of apathy and a complex voting process was overwhelming Hispanic voters. And to add salt to the wound, there was no clear political campaign that spoke directly to them, so they felt sidelined and unseen too. For the 2020 US elections, we had to recognize the importance of the Hispanic vote and empower them with the right information to vote. Hispanics believe in astrology more than any other ethnic group in the world. We found that their engagement with astrology was a powerful cultural tension with the voting gap, because voting is a much more tangible way to change one’s future. So, we brought back from the dead the one person that could inspire them, Walter Mercado, the most influential astrologer in Hispanic culture. We launched Walter’s last horoscope to the Hispanic community. It showed them their future. But most importantly, it taught them that the best way to make it a reality was if they voted in the 2020 US elections. By analyzing over three decades of Walter’s career, we built 12 films out of that data. Each one was a horoscope, tailored to each zodiac sign, that guided them to chat bots that WhatsApp and Vote.org developed. These bots helped simplify the voting process, fact-check misinformation, and register to vote. Results:
+2M Engagement with our bots
2,500 hours of analyzed footage
Latino voting increased by 300%
+2M Engagement with our bots
2,500 hours of analyzed footage
Latino voting increased by 300%
2021 Awards
Total Points: 3
Merit
Credits
Agency
GUT Agency / Miami
Client / Brand
WhatsApp / Menlo Park
Production Company
Unicorns & Unicorns
Animator
Xavier Arteaga
Art Director
Belén Márquez
Devin Baker
Mike Gallegos
Chief Creative Officer
Rodrigo Moran
Composer
Alexis Estiz
Creative Director
André Felix
Lucas Heck
Editor
Carlos Flores
Jon Grinberg
Executive Producer
Chad Emerson
Adrianne McCurrach
Joanna Shaw
Writer
Soham Chatterjee
CCO/ Founder
Anselmo Ramos
Executive Creative Director / Partner
Juan Javier Peña Plaza
Ricardo Casal
Senior Art Director
Andy Tamayo
Senior Copywriter
Alexander Allen
Senior Producer
Alexandra Odriozola
Account Director
Monique Beauchamp Estrella
Animation Director
Carlos Ibanez
Chief Client Officer / Partner
Carmen Rodriguez
Chief Operating Officer / Partner
Paulo Fogaça
Colorist
Brandon Chavez
Consumer Product Marketing Manager
Bosco Zubiaga Delclaux
Creative Manager
Cristina Cornejo Ayala
Director, Head of Marketing WhatsApp
Maz Sharafi
Global Brand Marketing WhatsApp
Jessica Tsai Chin
Head of Art
Guido Fusetti
Head of Consumer & Brand WhatsApp
Eshan Ponnadurai
Head of Production
Renata Neumann
Managing Director, Creative X
Amanda Godspeed
Marketing Producer
Eric Rottenberg
Post Producer
Alexis Celic
Product Communications Manager
Vispi Bhopti
Sound Design & Mix
Dario Calequi
Jacinto Gonzales
Technical Director
Sun Komen
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