Celebrating HHM with the art of Ely Ilustra and Farid Rueda
Top brands partnered with renowned Hispanic artists to pay tribute to their heritage.
Each year, we celebrate National Hispanic Heritage Month from September 15 to October 15, by celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America.
In this occasion, we were captivated by the way Orcí Advertising utilized remarkable Hispanic artists to create beautiful and visually appealing imagery to celebrate this holiday on behalf of their main clients, Honda Motors and Dole Sunshine Latino.
Honda Motor Company, a multinational conglomerate corporation, has made its way to the hearts and eyes to Hispanic consumers by creating content that feels authentic and breaks with the stereotypes of Latinos in the US for several years. This year, in celebration of Hispanic Heritage Month, they partnered with Farid Rueda, a renowned Mexican street artist known for painting graffiti full of his country’s cultural references, as they merged his vibrant art with one of its top sellers, the stylish Honda Civic. Through their Honda Latino pages, Orcí pushed a series of CGI videos that show the car – a blank canvas - being painted with this colorful design made by the artist. About this mini campaign, Samantha Villavicencio, Orcí’s Social Media Creative lead, says “We were tasked to come up with a way to showcase or shout out our heritage, without falling into stereotypes and standing out from the crowd. So, what better way to do it that by painting our feed with the colors and vibrancy of our people?”
No doubt an outstanding series that did a great job at combining the brand and the art seamlessly to send a festive message and show the world that Honda cares about this audience.
On the other hand, with Dole Sunshine Latino, the agency took a different approach and a different style by partnering with Latina artist Ely Ilustra, a remarkable illustrator known by the use of bright colors and sharp lines to communicate messages and stories from her motherland.
Villavicencio tells us that this was a “smooth process” since clients were very open to work with the artist. And, as fan of Ely Ilustra’s style, the Creative pushed to get a perfect piece that then evolved into postcards that were also sent via direct mail to those fans that commented and shared their appreciation on Dole Sunshine Latino’s Facebook page.
“We have a loyal, outspoken and super engaged fanbase on Dole Sunshine Latino’s social media pages. Our “comadres,” as we call them, have been showing us their excitement about this piece and Hispanic Heritage Month in general, so we decided to take a step forward and produce hundreds of limited-edition postcards to share with them, as a token of our appreciation. We adore our audience, and strongly believe that one of the reasons why our fanbase has grown so much and so fast is because of the way we speak to them and treat them,” Villavicencio says.
It’s really cool to see brands embrace the Hispanic audience as this community keeps growing in numbers and purchasing power. We hope to see more and more brands create authentic content that really resonates with the contemporary Latinx in the US, and not just adapt whatever they create with a different audience in mind.
To see more related social content from Orcí, visit @HondaLatino and DoleSunshineLatino’s social media pages.
