Two Cultural Insights Are Better Than One
We worked with the marketing arm of the Mexican National team to deepen fan engagement amongst Americans of Mexican heritage, beginning in the LA area.
The Mexican National team, in conjunction with their key sponsors - Wells Fargo, AT&T and Bud Light - asked us to create fan engagement in the form of an event and were given just two weeks to do so!
We uncovered and levered two interesting cultural insights. Most of the players on the Mexican National Football Team have names that mean something. For example, there is Chicharito which translates to Green Peas, or there is Dos Santos which in Spanish means Two Saints. Secondly, we discovered that Americans with Mexican roots have a fond association with the game of Loteria, which is similar to Bingo, but has it’s own unique art style.
We brought these two insights together to create unique imagery, making custom Loteria cards featuring the names of the football players on them.