Donde We All Play

Broadcast during the world’s biggest game, 'Donde We All Play' is a celebration of the fusion that happens across culture–whether in food, fashion, soccer, music and beyond.

I developed the strategic idea around fusion, ultimately leading to a comprehensive cultural strategy for Taco Bell that would go on to sit within its brand architecture.

The campaign went on to have significant impact including:

- Increased brand favorability among Latine audiences with a 13% lift among Bicultural Latine audiences

- 218% increase in social video completion rate vs top benchmark

- 602M+ PR (earned media and earned social) impressions

- Increased purchase intent among all audiences with a stellar 6% lift among Acculturated Latine Audience