“We are thrilled to have this bold work recognized in a global competition like the Telly Awards because it underscores the power of leveraging deep, cultural insights and understanding to connect with and motivate the Hispanic audience, particularly when dealing with heavy and confusing topics, like COVID-19,” says Louis Maldonado, Partner and Managing Director at d expósito & Partners. “While having great creative campaigns recognized in the industry is always gratifying, our team at DEX is most fulfilled to have made a tangible difference by helping inform and protect our Latino community; an audience that has proven to be absolutely essential and in so many ways.”
The Lucha vs Virus campaign tapped the popular sport of Lucha Libre (Mexican wrestling), where competitors wear masks to hide their true identity and the loser of the match has to remove his/her mask to reveal their identity. The agency’s integrated campaign leveraged this insight to deliver the campaign message: “the one who loses the mask loses the fight for all”. The campaign resonated culturally with the audience.
The NYC Health + Hospitals campaign worked to overcome the sense of mistrust due to widespread misinformation and a strong degree of fear and mistrust related COVID-19 and testing. The agency developed a social media outreach campaign that harnessed the power of celebrities and social media influencer from New York City to deliver a rallying cry that was for the Hispanic community from the Hispanic community. DEX partnered with Talento Unlimited to secure and manage the influencers.
The Telly Awards is the premier award honoring video and television across all screens. Established in 1979, The Telly Awards receives over 12,000 entries from all 50 states and 5 continents. Entrants are judged by The Telly Awards Judging Council—an industry body of over 200 leading experts including advertising agencies, production companies, and major television networks, reflective of the multi-screen industry The Telly Awards celebrates. Partners of The Telly Awards include NAB, Stash Media, Production Hub, and Independent Filmmaker Project.