ED KISHINEVSKY!

Situation:!Diageo invited Grey’s US Hispanic agency Wing Latino to pitch the Hispanic portion of the Captain Morgan account. The agency tasked my consultancy West London Garcia to gather lifestyle insights of acculturated Hispanic males, aged 18-30 and ‘lived online,’ to aid in the development of a strategic platform. !!The agency specifically sought insights gathered from the interactive space.!

Case Study: Captain Morgan, Wing Latino!

Senior Strategist!

Strategic Development:!We focused on 3 key areas of exploration:!•  General cultural trends!•  Insights on social occasions!•  Insights on their role in the community!

Process !A central digital destination where acculturated Hispanics gathered simply didn’t exist. So we turned the problem on its head: we had them come to us.!!We created the concept of a Hispanic reality show, and held an open call for auditions through Craigslist across 20 US markets. The results were instant and dramatic. We received over 100 personal diaries detailing in-depth behavior, attitudes and motivations surrounding this group’s social and community environments.!

The Insight!The diaries were touchingly personal and incredibly revealing. We learned!this group, we dubbed the archetype ‘Ricardo,’ leads a dual life. !!Ricardo’s first language is English, and he has an affinity for ‘American’ culture. He defines his American persona through his taste in music, fashion brands, cars and the TV shows he watches.!!But ‘American’ is only side of Ricardo. He’s international, which makes him dynamic. He has friends and family from foreign nations. That’s a cornerstone idea that gets lost in America. Today we rarely think of Americans as immigrants or international. This makes today’s immigrants a sub-culture. So, understanding Ricardo’s appetite for American culture it’s actually his strong sense of social responsibility – his value of Latin culture, history and community – that ultimately drives his ambitions.!

“My parents have always tried to be white and it has always gotten to me because that is what society tries to mirror our culture as. I appear to be mixed and have struggled with whether or not I was white or latin, or whether it even mattered.!!“I have learned that it matters. Especially, when latinos think I am white and whites think I am latino.!

-- David, 22, San Francisco!

ED KISHINEVSKY!

Strategic Build!Ricardo is highly emotional. Yes there’s the Latin component factored in, but it’s the inner duality that’s constantly played out at the surface in everyday settings that’s his core driver. His life is in America. His heart is in his Latin community. There’s a genuine desire to use his ‘American’ status and connections to uplift his core community. !!The duality is an asset. !!Reaching Ricardo means understanding that he’s the hub of his community. He’s the one to see about a job. He’s a matchmaker. He gets his friends into the exclusive club.!

Senior Strategist!

Case Study: Captain Morgan, Wing Latino!

Brand Opportunity!The character of the Captain Morgan brand was well aligned with Ricardo’s position. While not a conformist, the Captain is loyal to his mates. It’s a joint effort on a ship, and there are occasions for ‘socializing.’ The Captain can make sure the Hub is well-stocked. !!Result!Wing Latino was awarded the Captain Morgan account. The agency was also awarded additional Diageo brands not under review based on this pitch.!

”I want to start a program called the "Society for the Preservation of Health Wellness and Spirituality This program will focus on helping low income families with housing and provide primary health care prevention for free. !!“It also will consist of a volunteer Youth program called "Angels of Peace" as well as the construction of serveral Community centers that will focus on the arts as well as science and religion for the youth of today. !

-- Rodney, 31, Virginia!