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Tradition Meets Contemporary in BBDO San Francisco's Campaign for Herdez

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Director Courtney Phillips who has previously worked with Khalid and Rita Ora was roped in for this campaign

Tradition Meets Contemporary in BBDO San Francisco's Campaign for Herdez

Herdez salsa is the number one salsa brand in Mexico, a country whose culture is often misunderstood in the U.S. In a salsa category full of Mexican clichés and stereotypes, the brand aims to reveal a more accurate representation of Mexican culture, one that’s often overlooked—where tradition meets contemporary.


BBDO San Francisco teamed up with director Courtney Philips, whose work combines a deep understanding of youth style and pop culture as seen in his videos for Marchmell x Khalid, Bastille, and Rita Ora. Viral sensation Sailorfag—an ubiquitous symbol of Gen Z zeitgeist in Mexico—supplied the bass heavy soundtrack, and together with Galo Olivares, Director of Photography from Oscar winning movie Roma, brought together their talents to show us what MEXICAN IS… and to truly experience the flavour of modern Mexican culture.

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CLIENT

Client: Herdez

SR COMMS PLANNER: Kristie Lee

SR BRAND PLANNER: José Higuera


AGENCY

Agency: BBDO San Francisco

CHIEF CREATIVE OFFICER, BBDO WORLDWIDE: David Lubars

CHIEF CREATIVE OFFICER, BBDO SF: Matt Miller

CREATIVE DIRECTORS: Jason Moussalli & Adam Balogh

EXECUTIVE PRODUCER: Whitney Ferris

PRODUCER: Margot Sanne

BUSINESS MANAGER: Jacqueline Djanikian

VP, GROUP ACCOUNT DIRECTOR: James Campbell

ACCOUNT EXECUTIVE: Virginia Cardozo

SR COMMS PLANNER: Kristie Lee

SR BRAND PLANNER: José Higuera

Production

DIRECTOR: Courtney Phillips

DIRECTOR OF PHOTOGRAPHY: Galo Olivares

PRODUCTION COMPANY: Yella

EXECUTIVE PRODUCER: Luga Podesta and Jordana Freydberg

LINE PRODUCER: Roisin Moloney


MUSIC

Artist: Sailorfag – ‘Amiga Date Cuenta’

EDITORIAL COMPANY

Editorial: London Alley

EXECUTIVE PRODUCER: Luga Podesta and Jordana Freydberg

POST SUPERVISOR: Iván Ovalle

EDITOR: Eric Wysocki

ASSISTANT EDITOR: Brock Humphrey & Luis Caraza

TELECINE

Telecine: Velem

TELECINE ARTIST: Houmam Abdallah

PRODUCER: Gosia Herman


GRAPHIC DESIGN

Graphic Design: Charlie Uniform Tango

EXECUTIVE PRODUCER: Mary Alice Butler

MOTION GRFX ARTIST: Gray Wilcox

VISUAL EFFECTS COMPANY: Hoody FX

POST SUPERVISOR: Ivan Khudolly

SOUND DESIGN

Sound Design: One Union

SENIOR ENGINEER: Joaby Deal

MIX & RECORD COMPANY: One Union

SENIOR ENGINEER: Joaby Deal

BBDO San Francisco, Tue, 01 Oct 2019 15:56:55 GMT