Dieste wins Hispanic Grand Prize at the ANA's Multicultural Excellence Awards.
Xoom Corporation, an online money-transfer business, won the best U.S. Hispanic campaign award. Its campaign, "Save the pigs," featured a series of humorous TV spots created by Dieste that highlighted the tricky and excessive fees other money-transfer companies charge by poignantly portraying the real victims: piggy banks abandoned by owners fooled by those companies. "It was irreverent but fun and unexpected," said Cristina Vilella, McDonald's Corp.'s marketing director for U.S. Hispanic and one of this year's judges. "It wasn't about the rational benefits of money transfer. The lesson is to encourage people to step out and cut through the clutter." "At first when Dieste presented it, you just had to laugh," said Theresa Pasinosky, Xoom's director of marketing for Latin America. "They nailed the insights and the creative was so good we didn't feel like we were taking a risk." The campaign broke in April 2012, and the company reported volume was 46% above a year earlier for the same month.
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© dieste, inc. 2013