Taco Bell
World Cup
During the 2022 FIFA World Cup, Taco Bell tasked us with authentically connecting with their Latine Gen Z consumers. Our campaign, Donde We All Play, was born from the insight that true soccer fans can game anytime, anywhere, without fancy equipment or even a real ball to play.
We tapped influencer partners as film talent + authentic voices in culture. Our line-up featured US Women's Soccer player Ashley Sanchez, LA-based streetwear brand Paisa Boys, and LA-lifestyle and digital creator Genai Naikama, who helped amplify through their social channels.
We also collaborated with Niña Dioz to drop a new track in our spot—and continued the convo through a media partnership with Mitú.
The Results:
Secured 46 total pieces of earned and social coverage from ad/marketing trades, Latin, music and LGBTQIA+ publications, including Adweek, Billboard, GLAAD, Portada-Online and more, garnering 602M+ total earned and social impressions.
10M+ Total Impressions | 3.5% Increase in Latine Current Customer
6.3% Increase in Purchase Intent with Hispanic Consumers | +1.6 Consideration
Creative Directors: Carrie Barr & Juan Vassallo (partner), Group Creative Director: Kevin Green, Senior Creative Team: Michelle Marquez & Priscilla Karamzadeh, Strategists: Sam Nunez, Lani Tuitasi, Social: Ashlyn Whittington, Director: Rocio Crudo
Work created at Cashmere Agency