UPS – Proudly Unstoppable
In an effort to help small business communities impacted by COVID-19, UPS established the Proudly Unstoppable program. The program set out to shine a spotlight on minority-owned small businesses and financially back the future of many of them.
The third iteration of the campaign focused on the Latinx community and the fire that keeps them pushing forward.
Challenges are our Fire by Luis Pinto
Working with illustrator and graphic designer Luis Pinto, we created a custom redesign for the UPS Express Box. This artwork and it’s meaning inspired the rest of the campaign.
The Spots
We created spots in English and Spanish to promote the limited-edition Express Box.
The spots celebrate the fire within Latino/a small business owners – a fire they pass on to their community and children.
The OOH
We took to the streets in Chicago to shine a spotlight on the Latinx small business community there with a vibrant mural inspired by Luis’ design.
Extras
Little Luchadora Movie Posters
Orgullosamente Latina/o Wild Postings
Little Luchadora Doll by @crochetholics
Agency: The Martin Agency
My role: Copy, Concept, Spanish Translations
ACD Art Director/Partner: Henrique Santiago
Production Partners: Lobo, Muros
Why it’s in my book: made my dad proud.