Brand Mexico:
Fighting back against ignorance
Brand Mexico
Project overview
Communications goal
Undo the massive damage Trump did to Mexico’s reputation in the United States and reinforce Mexico as a viable business partner.
Barriers to overcome
Many in our audience had never had any personal contact with someone from Mexico; not having a point of comparison left them vulnerable to misinformation and negative influence.
Our problem was exacerbated by the 75+ years of negative portrayals of Mexican people in U.S film and television.
Key discovery:
Every effective message was rooted in helping our audience to see similarities between themselves and someone who lived in Mexico (military service, religious preferences, personal values, career ambitions, etc.) When we could make someone say “that reminds me of me”, the idea landed.
Our deliverable
A creative territory and platform to drive Mexico’s new narrative in the United States.
Insight (Rogue planet)
The first step to tolerance and understanding is helping people see themselves in others.
Creative mission statement (plan to land on the rogue planet)
Get potential U.S based investors or employers
who know far less about Mexico than they think they do
to see Mexico as a viable business partner
by showing where and how Mexico is similar (even superior) to the European countries they already know.
