TDW+Co has received three honors from the Portada Media and Advertising Awards for its Western Union “Be Fútbol” Campaign. At the awards ceremony in New York on Sept. 15, Portada recognized “Be Fútbol” with awards for Best Hispanic Digital Advertising Campaign, Best Integrated Hispanic Campaign, and, finally, Grand Winner. The annual awards reward excellency and professionalism in marketing campaigns, media properties, and marketing and media professionals.
The campaign leveraged the Hispanic/Latino passion for soccer, amplified during COPA América Centanario, to increase awareness of Western Union’s digital services and its easy-to-use mobile app. TDW+Co partnered with international soccer star Javier Aquino, a member of Mexico’s national soccer team, to create the social, digital, and interactive “Be Fútbol” experience. The campaign included a microsite, sweepstakes to win a meet-and-greet with Aquino, a virtual reality game available at five Westernunion.com activations across the country, a TV commercial starring Aquino, and a short film, also starring Aquino, that promoted the VR game and the sweepstakes.
“Portada award winners are determined through a combination of the two most important recognition elements: peer-to-peer recognition and expert knowledge,” said publisher of Portada, Marcos Baer. “Three finalists per category were nominated and voted by Portada’s audited audience of more than 130,000 professionals throughout the Americas. Once the three award finalists per category were determined, our award jury of key brand marketing and agency executives selected the award winners. The Grand Winner was the most voted campaign—adding up audience votes and Award Jury votes—across 11 different categories.”
“The campaign team has been able to work seamlessly together to make this integrated campaign what it is. We are all beyond honored to see this campaign that focuses on the Hispanic/Latino community be celebrated, embraced, and awarded by our peers as well as the community,” said Alejandro Paredes, TDW+Co account supervisor. “We would not have been able to do what we did without our client partner Western Union, who supported us and trusted us every step of the way.