Cada paso del camino (Every Step of the Way) is a film documentary about five Latino family Caregivers. It won the Big Apple Award for the Multicultural Public Relations Campaign category. The award was received by Yvette Peña, Vice President of Multicultural Leadership at AARP. She was joined by Louis Maldonado and Gloria Constanza, partners at d expósito & Partners, as well as Michelle Maldonado and Ana Ibarra from the agency’s Public Relations team. Award-winning director, Alberto Ferreras, director of the documentary created by the agency, was also present at the event organized by the New York Chapter of the PR Society of the Americas. The event was celebrated last night at the Mandarin Oriental Hotel in Manhattan. As reported by HispanicAd.com recently, this reflects part of a new trend by advertisers seeking non-traditional approaches. As ad agencies try to find ways to add and continue moving beyond or around the classic television spots, they are increasingly looking for ideas that are not specifically within advertising as we have known it, as well as technological groundbreaking ways for the clients and brands they represent.
Every Step of the Way won the biggest prize at the HispanicAd C.A.P.E. Awards at the Culture Marketing Council Conference last week. Created to recognize the best work in the discipline of account planning and the strategic strength of communication, CAPE award winners are selected by a panel of judges who value and judge the Account Planning merits of the entries
“We look for that lightening in a bottle for our clients,” said Daisy Expósito-Ulla, Chairman of d expósito & Partners. “And this film made possible by AARP achieves a special blend of highly necessary information with an emotion-filled yet thoughtful subtext and treatment. It proves that caregiving touches all of us!”
Every Step of the Way has reported 8 million viewers so far, according to the case study presented by the agency.