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Fueling Hispanic Heritage Month with Tradition
Why
Coca-Cola wanted to recognize and celebrate shared Hispanic values during Hispanic Heritage Month by activating through their partnership with NASCAR.
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What
We were asked to create a first-ever, culturally-authentic racecar paint scheme for their #96 Mexican American driver, Daniel Suarez for the October 11th Charlotte Roval Race.
How
For our concept, we chose a well recognized fabric design – Sarape de Saltillo – due to Daniel’s roots in Monterrey Mexico.
We translated this to a prototype design for Daniel’s featured race car, and created the supporting materials to promote the car and HHM traditions in the media leading up to and during the race.
Our Iconic Creative Assets Were Applied Across Media Activation Channels
Social media
