La Copa Es Nuestra
Cynopsis Awards Finalist
Tasked with helping Telemundo connect with younger first- and second-generation immigrants as the official broadcaster of the 2023 Women’s World Cup, we facilitated a collaboration at the intersection of sport and culture with Los Angeles-based streetwear and lifestyle brand Kids of Immigrants.
The integrated campaign included a bespoke merch collection and short film, as well as amplification to millions through broadcast integrations, seeding, and influencer activations.
The US Women’s National Team is as diverse today as it’s ever been, and that representation creates a source of pride and connection for the diaspora of Telemundo viewers. The story of La Copa Es Nuestra is about Hispanic audiences taking ownership of their place in U.S. soccer and in America itself, and letting the new generation of diverse athletes inspire the next wave of young girls growing up today.
My role as Creative Director was to empower creatives on my team who came from these backgrounds to cultivate insight-driven work, while guiding a project to accomplish the strategic goals of Telemundo in ways that wouldn’t dim that authenticity.
This campaign was one of four finalists in the “Best Campaign to Engage with Consumers 30 and Younger” category at the 2024 Cynopsis Sports Awards, losing to NFL’s “Let’s Play.”
Teaming up with Kids of Immigrants, the hero video was created to celebrate the exponential growth of the women’s game and surrounding community with a nod at the generational gathering that Telemundo has facilitated for so long in Hispanic-American households.
The hero film was only one small part of a larger rollout, with photo lookbooks and teaser clips to announce the collaboration and drive excitement for the product to drop. All of this was led by Kids of Immigrants, with strategically amplifying and driving eyes to the Telemundo account.
The three piece collection sold out within the first hour of launch. But the more important objective was creating an unexpected yet authentic connection to a a new audience segment connected to a younger, lifestyle-driven brand.
With two different product seeding windows to 40+ cultural tastemakers in the soccer space, as well as broadcast and social media integrations with Telemundo talent at the tournament itself, the campaign was seen by millions, specifically with audiences they were hoping to connect with.
All tagging Telemundo, and most importantly, presenting a younger, more relevant Telemundo directly to young audiences.
