Cannes Lions

Hispanic Star

GREY NEW YORK, New York / HISPANIC STAR / 2020

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Case Film
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Overview

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Credits

Overview

Background

Even though Hispanics are the largest minority group in the United States, studies show they are undervalued, underrepresented and misperceived. They represent 18.5% of the total U.S. population and contribute with a anual GDP of 1.7 trillion dollars. Yet, the vast majority of Hispanics are not aware of the economic or cultural contributions of their own community to the country.

We Are All Human, the foundation behind Hispanic Star, is dedicated to the cause of equity, diversity and inclusion of Hispanics.

By the end of 2019, We Are All Human set out to create a platform that could unite Hispanic individuals at a social level. The pandemic crisis helped shape the ultimate purpose of the cause, which became a rescue mission of almost 60 million Hispanics, unable to work from home, through the empowerment and unification of the Hispanic community.

Idea

The Hispanic community in the U.S. is not a homogeneous group. Hispanics are at a disadvantage because they have their roots in many different cultures and regions, so they don't see themselves or behave as a unified group.

The only way to unite such a fragmented community is through a social movement with grassroots potential.

A truly iconic and unifying symbol of power was needed, with the ability to unite a community of millions with multiple cultural and geographical backgrounds.

The creative solution was a symbol that could be 100% American and 100% Hispanic at the same time. The symbol was formed by the visual representation for all Americans, the American Star, combined with a grapheme that’s unique to the Spanish language, the ˜ symbol in the ñ letter.

And so, the Hispanic Star was born, as a symbol to unite us all.

Execution

The Hispanic Star was introduced to the world at the United Nations, within the Hispanic Leadership Summit 2019. The first objective was to unite all Hispanic groups and associations in the U.S. under the Hispanic Star banner.

Supported by PR efforts, the Hispanic Star was featured in 220+ media channels, including Time Magazine, CBS, Telemundo, Univision, Fox News, Chicago Tribune, and many more.

When the pandemic started, the Hispanic Star revealed to the world a lost and forgotten version of the American National Anthem in Spanish, commissioned by President Rosevelt in 1945. The second objective was achieved, as a grassroots movement emerged around the Hispanic Star, uniting Hispanics from all walks of life to help their sisters and brothers. Private citizens, businesses, and brands joining in with recovery funds and resources to weather the enormous fallout of the crisis.

Outcome

The Hispanic Star has become a grassroots movement with more than 30 community centers across the country, which keeps on growing in influence and scope. Hundreds of U.S. Hispanic groups and associations support the cause.

The Hispanic Star is now an undeniable force for good shaping the future of the nation, connecting private citizens, businesses and brands, securing recovery funds and resources to weather the enormous fallout of the pandemic, and setting the future for a more inclusive and diverse America.

So far, more than 200 companies have joined the cause. The list of companies include P&G, US Bank, Unilever, IBM, Prudential, Mars, Google, Pepsico, General Mills, Merck, SAP, Yum!, and many more.

The Hispanic Star continues to inspire the Hispanic community and the nation. It’s still regularly featured in local and international news, as well as grassroots events all over the country.

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