— PROJECT NAME
"La Buena Vida"
Telluride X-Pro Campaign
— ROLE
Creative Lead, Copy
Original Concept
Editorial & VO Direction
When the brief asked us to portray the pinnacle where Hispanics are today, I thought of "La Buena Vida,” a way of life inspired by one of my childhood friends.
Too often, Hispanic stories in advertising center on the struggle, the sacrifice, the hustle. Enough. Let’s skip to the good part…
:60 ENGLISH
RESULTS
- 11% sales increase, well above Hispanic auto industry
- 22% engagement increase, over-indexing Spanish auto ads
- 200% increase in website visits to kia.com/us/es
- 20x more visits to Telluride's Spanish page
- Among the most viewed videos on Kia’s Youtube Channel
- Shortlisted by the Hispanic Marketing Council
:60 SPANISH
CASE STUDY
SOCIAL POSTS #LaBuenaVidaConKia
Captions:
a. Capability that sets you free.
b. Tell me you’ve made it without telling me you’ve made it.
This is a description underneath your image.