In a sport where 27% of players are Hispanic, but few Latino fans are passionate about the game, MLB’s “Ponle Acento” (Put An Accent On It) campaign drove Hispanic players to embrace their heritage by adding accents to the names on their jerseys. This inspiring call to action was then adopted by US Hispanics at large, as they too joined this initiative to leave their mark both on and off the field. Soon the idea became a cultural movement that celebrities and fans joined by the millions, changing America’s pastime forever.
Integrated advertisement created by Latinworks, United States for MLB, within the category: Sports.
Executive Creative Director: Gabriel García, Sergio Alcocer
Creative Directors: Morris Dávila, Daniel Lobatón
Associate Creative Director / CW: Alberto Calva, Alejandro Egozcue, Alejandro Peré
Associate Creative Director / AD: Keith Etter, Fernando Suárez
Copywriter: Paul Carpenter
Producers: Michael McLaughlin, Chuy Hernández
Executive Account Director / Partner: Christy Kranik
Group Account Directors: Melissa Trepinski, Jaime González-Mir
Account Managers: Maureen Brown, David Woolverton
VP Planning Director: Marc Wilson
Additional Credits: Joe Agency, Union Editorial Austin, Sound Box