For the Latin Billboard Music Awards, Target went beyond just being another advertiser and leveraged the platform to celebrate the diversity of Latinx women. “Lúcete a tu manera,” which translates to “Show off, your way!” was created to empower all women and encourage them to express their individuality through beauty and music. “Soy Yo” translates to “This is Me,” a perfect anthem for the campaign. The diverse cast of beauties– from influencers, transgender pioneers, and celebrities, inspired uninhibited self-expression. The performance-driven spots premiered during the award show were accompanied by an interactive cultural moment inviting the world to 'Show Off their way' by lip-syncing to “Soy Yo” via Dubsmash. The most buzzed Dubs were grabbed, and a completely user-generated broadcast commercial was created during the night. The first of its kind! In other firsts, "Lúcete" was so inspiring that Target decided to air it across general media. Not only that, it was the first Target spot to ever proudly and predominantly feature a transgender star.
People en Español : READ
Advertising Age : READ
Univision : READ