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THE FOUNDATION THE LESSONS
1 (Cuba Tourism) Thomas Hinkamp, art director Jesse Stanton, copywriter
THE TRANSFORMATION
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Young Americans inherently distrust the biases of the past. Why not use that fact to encourage interest in a country long considered forbidden? THE WORK
This alluring, poetic campaign positions Cuba as an enigmatic place mistreated by past generations, encouraging our younger target to break with tradition and experience Cuba’s worth and beauty. As new laws gradually open Cuba to American travel, this will help refresh Cuba’s image for a new generation.
2 (Del Monte) THE FUTURE
James Feess, art director Madeleine Trebenski, copywriter
