GM | Hispanic Heritage Month
Majority Agency
For Hispanic Heritage Month, we helped launch GM’s bilingual initiative at the Arlington facility with activations designed to engage employees and promote participation. I assisted with concepting ideas for the activations, and learned a bit of Spanish too! Disfruta!
As all great creatives in advertising know, there comes a time when you have to kill your beloved babies. So, here’s my graveyard:
🪦 In Loving Memory 🪦
“Bilingual Classifieds” August 2024-September 2024
“GM x Duolingo” August 2024-September 2024
We were gonna throw a career fair at the Arlington plant for the grand opening. To promote it, I was thinking OOH ads but with a twist.
They’d be lenticular ads that flip between Spanish and English—because the Arlington plant is a bilingual facility! It was gonna be fire. But, you know, some ideas just don’t make it to the final cut.
COPY:
If you can read this, consider this your invite to work with us.
///
Si puedes leer esto, esta es tu invitación a trabajar con nosotros.
This one hits harder now that Duo’s actually dead. RIP Duo—guess I can stop learning French now.
Anyways, to further push the Arlington plant’s bilingual initiative, we proposed GM to partner with language-learning app Duolingo.
The partnership would include:
A Duolingo app integration that allows drivers to take conversational Spanish lessons during road trips.
Invite Duolingo’s mascot, Duo, to tour the Arlington site and film short, social content of interactions with employees, bilingual signage, and other Spanish-English aspects of the facility.
Gift free year-long Duolingo memberships to all 5k+ GM employees at the Arlington site ($59.99/yr).