¡Hola!
Hispanic Heritage Month, sometimes referred to as Latinx Heritage Month, is a unique commemoration. Not only is it a special time for Americans of Latinx descent, but it also starts at a special time: in the middle of the month!
HHM is a time to celebrate the influence of Latinx culture in American society, which can be seen in food, art, furniture, clothing, music, and dance, to make a short list. It’s also a time to highlight the achievements and contributions of the Latinx community, while remembering their struggles.
In our blog today, we at Fullmoon are putting a megaphone to the voices of our Latinx peers in the industry and their stunning creative contributions and talent to advertising and marketing. Their influence weaves through every aspect of the industry, consistently pushing it forward and ensuring its relevance and impact on modern culture and consumers.
Table of Contents
A Look Back at the Origins
Hispanic Heritage Month’s deep roots trace to 1968 when rad Congressman George E. Brown from California started championing a week-long festivity to honor the awesome Latinx communities.
On September 17, Congress was like, “Cool, let’s get this fiesta started” and passed Public Law 90-48 to make National Hispanic Heritage Week official, kicking off September 15. President Lyndon B. Johnson gave an emphatic thumbs up to get the good times rolling.
But hold up – just ONE week to celebrate this super vibrant heritage? In 1987, Representative Esteban E. Torres had a revelation: let’s turn this into a month-long extravaganza!
In 1988 the vision became real when Hispanic Heritage Month was made into law. President George H.W. Bush put his John Hancock on it to seal the deal from September 15 to October 15.
You’re probably wondering, wait why specifically these dates? Well, September 15 is Independence Day for not just one but five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua.
The party continues beyond those countries as Mexico and Chile also waved their independence flags on September 16 and 18. And we can’t forget Belize breaking free of Great Britain on September 21, too. Yay, freedom!
And thus, the legend of Hispanic Heritage Month was born. So mark your calendars for September 15th every year, because the fiesta is on!
Latinx vs. Hispanic
Okay, so. For those who are less familiar, the terms Latinx and Hispanic may appear to be interchangeable. But, as with most things when examined closely, there are some notable core differences to take note of!
Hispanic and Latinx each carry their own nuances and histories:
“Hispanic” is a term that resonates with Spain and Spanish-speaking nations. Its prominence grew significantly after its introduction in the U.S. Census of 1970. At its core, “Hispanic” categorizes individuals based on the language they speak.
On the other hand, “Latinx” and “Latine” are modern, gender-neutral spins on the traditional “Latino” or “Latina.” These terms shine a spotlight on the geographical roots of an individual or their ancestors, typically connecting them to the vibrant cultures of Latin America.
Neat, huh? Learn more from BBC here:
Now that we’ve clarified some key terminology, let’s explore the why behind this epic month.
Why Celebrate Hispanic Heritage Month?
For a lot of awesome reasons, that’s why! But, more specifically, as an outsider looking in, I’m excited to celebrate this month and gain greater appreciation for the Hispanic and Latinx community. Their vibrant cultures and traditions may not be my own, but that diversity is what makes this experience so enriching. (If everyone were like me, how boring would that get quick!)
This month, I plan to expand my cultural horizons by trying authentic cuisine, reading Latinx and Hispanic authors, and listening to music like salsa, merengue, and reggaeton. (Thank you, Spotify!) I hope that by immersing myself in the diversity of these cultures, I can continue to build understanding and connection.
In my experience thus far, I have found that diving face-first into the art, science, politics, business and beyond has shown me how the contributions of our Latinx amigos have made our shared society better.
Hispanic Heritage Month is a opportunity for all Americans, regardless of origin. It’s a time to gain insight, confront stereotypes, and renew our commitment to progress.
So why might you want to learn about the many cultures under the Hispanic umbrella this month? Because beauty uplifts! And honestly, Hispanic and Latinx culture is iconic. In the U.S. especially, it unites, inspires, and energizes us.
Honoring our various heritages empowers, educates, and brings us together in friendship. That’s why celebrating Hispanic Heritage Month matters to me!
So come immerse yourself with me! Experience the rhythm of Latin music, the passion of Hispanic art, the emotion of telenovelas – all endlessly fascinating parts of this culture worthy of a toast (or several).
And take it from Moira – When one of us shines, we all shine!
The People and Their Power
Now that we’ve explored why it’s so important to celebrate Hispanic heritage, let’s spotlight some of the influential people and brands making an impact.
Pabel Martinez: Joyful Authenticity in the Workplace
In the melody of voices of the world, a singular one stands tall with a resonant question: “¿Quién Tú Eres?” (Or, “Who Are You?”)
Pabel Martinez, the dynamic podcast host and visionary founder of the lifestyle brand Plurawl, delves deep into the complexities of identity in the professional realm.
For many in the Latinx community, the journey to professional success is not just about climbing the corporate ladder. It’s about navigating the intricate dance between authenticity and societal expectations. Martinez’s own experiences, from heeding his abuelo’s advice on first impressions to his personal assimilation into “white popular American culture,” shed light on a reality many face: the suppression of one’s true self for the sake of fitting in.
But Martinez is not one to don a mask. With the launch of his “¿Quién Tú Eres?” podcast, he has created a sanctuary for candid conversations and invites others to lower their own façades. Each episode is a testament to the struggles and triumphs of individuals who grapple with the age-old conflict between staying true to oneself and adhering to conventional notions of “professionalism.”
No matter where we are in our careers, let’s reflect on the true essence of professionalism. It’s not about appearances or fitting a mold. It’s about competence, skill, and most importantly, authenticity. Pabel Martinez’s story is a guiding light for all, reminding us that our unique identities are not just welcomed but essential in achieving professional excellence.
Related Content: “U.S. Latinos Feel They Can’t Be Themselves at Work,” – Harvard Business Review
Nancy Reyes: A Beacon of Resilience and Advocacy
Nancy Reyes, the formidable CEO of TBWA\Chiat\Day New York, emerges as a beacon of resilience and advocacy.
Born to a Salvadoran mother and a Puerto Rican father, Reyes’s path from financial adversity to the helm of a leading agency is exceptional. Her narrative is an exclamation point for the indomitable spirit of the Hispanic community, characterized by an unwavering work ethic and an innate ability to overcome.
However, her story doesn’t end with her personal journey. Reyes’s involvement in the Family Equality campaign, which delves into the complex questions faced by LGBTQ+ parents, is a masterclass in using humor and emotion to highlight pressing concerns. Through a captivating storyline about two dads explaining the origins of babies to their child, the campaign sheds light on the struggles and joys of LGBTQ+ parenthood.
Reyes’s reflections on the campaign are both introspective and universal. She touches upon the intricate balance between celebrating one’s path through systemic oppression and the need to challenge and change the very system that perpetuates it. Her words resonate with the ethos of Hispanic Heritage Month, emphasizing the importance of recognizing individual achievements while also advocating for collective change.
We celebrate how Nancy Reyes and others like her not only break barriers in their professional spheres, but also use their platforms to champion causes that matter.
Beyond individual achievements, Hispanic creativity also shines through in innovative marketing campaigns, like the unforgettable Super Bowl ads directed by marketing wizard Daniel Lobatón.
Daniel Lobatón: Creative Genius From Lima to Global Limelight
In the 2019 Super Bowl, Tide sparked a national debate that got people thinking and talking about laundry more than ever before by tapping into the universe of NFL fans. All while telling them not to think about laundry!
The touchdown for the brand was how Tide took itself beyond the functional realm of stains and odors to own the entire conversation around America’s (least?) favorite chore: doing laundry.
The reason? Daniel Lobatón says it’s his Peruvian upbringing, the bedrock of his innovative campaigns for P&G’s Tide.
Growing up in Lima, Lobatón‘s childhood was marked by resilience, adaptability, and a keen sense of observation. These qualities would later become instrumental in shaping some of Tide’s most iconic campaigns, from the humorous “Jason Alexander Hoodie” to the insightful “Turn to Cold.” But it wasn’t just about creating memorable ads; it was about infusing them with genuine human experiences and cultural nuances.
Lobatón’s reflections shed light on the power of authenticity in advertising. His ability to draw parallels between his childhood memories, like the 1991 cholera outbreak in Peru, and contemporary global events showcases the universality of human experiences. His campaigns for Tide aren’t just ads; they’re stories that resonate with people across borders. (The inclusion of a vastly multicultural writers’ room helped, as well!)
His work serves as a testament to the idea that one’s cultural heritage can be a treasure trove of inspiration. As Lobatón aptly puts it, staying true to the “inner kid from Lima” allows for the creation of honest and relevant ideas, even when marketing something as ubiquitous as laundry detergent.
Trailblazers like Daniel Lobatón, who seamlessly blend their cultural roots with global narratives, create a world of advertising that’s diverse, inclusive, and profoundly impactful.
Gerardo Ortiz: Amplifying Authentic Voices in Advertising
Let’s talk about the work of Gerardo Ortiz, VP-creative director at The SpringHill Company.
Ortiz’s journey, rooted in his Mexican heritage, has always been about making work personal. His belief in treating every story with the same care and respect as if it were his own has led to campaigns that resonate deeply with audiences. Two such campaigns, one for PepsiCo’s Rockstar Energy Drink and another for P&G, exemplify Ortiz’s commitment to authentic storytelling.
The “Cobrar” campaign for Rockstar Energy Drink is a heartfelt tribute to the sacrifices of immigrant parents. Through the powerful medium of “corrido” (Mexican folklore music), the campaign tells the story of a generation ready to honor and repay the debt owed to their hardworking parents. The collaboration with Mexican-American artist Snow Tha Product resulted in a song that resonated with countless individuals, reflecting their family’s journey and struggles.
(For the full version, click here.)
On the other hand, the “These Hands” campaign for P&G is a poignant reminder of the systemic barriers faced by Black boys. By simply listening to the experiences of his Black co-workers, Ortiz crafted a narrative that challenges societal perceptions and emphasizes the limitless potential of Black youth. The film serves as a call to action, urging society to recognize and dismantle these barriers.
Ortiz’s work is a testament to the power of authentic storytelling in advertising. By amplifying the voices of underrepresented communities, he not only creates impactful campaigns but also paves the way for future generations to tell their stories. Societal evolution for the betterment of our cultures are owed to folks like Gerardo Ortiz, who are reshaping the narrative and championing diversity in the creative industry.
Related Content: 4 Passionate Black Creators Shaking Up the Marketing Industry – Fullmoon Digital Blog
Brands that Represent & Educate
Trading Stereotypes for Margaritas: Topo Chico’s Authentic Cheers
Hailing from Lima, Perú, Giancarlo Rodas of Droga5 has traversed the globe, absorbing diverse cultures and imbibing a philosophy that creativity knows no borders. His international experiences have equipped him with a unique lens, allowing him to approach creative challenges with a fresh perspective.
A prime example: Topo Chico’s campaign for Cinco de Mayo in 2022.
While many brands have historically capitalized on the misconceptions surrounding Cinco de Mayo, often confusing it with Mexico’s Independence Day, Topo Chico, under Rodas’s guidance, chose a different path. They confronted the stereotypes head-on.
The campaign’s ingenious idea was to set up a pawn shop, inviting people to exchange their clichéd Cinco de Mayo accessories, like “Cinco de Drinko” t-shirts and faux mustaches, for authentic Topo Chico Margaritas.
This was not just a marketing strategy; it was a statement. A statement that emphasized the importance of celebrating Mexico’s rich culture and flavors authentically. For 2023, the tradition to celebrate Cinco de Mayo ‘diferente’ continues.
Rodas’s reflections on the campaign are a testament to the broader theme of Hispanic Heritage Month: the honorable recognition of authenticity, diversity, and the myriad stories that make up the Hispanic community.
As he rightly points out, while language and cultural nuances might sometimes set us apart, universal human truths bind us together. And it’s these truths, combined with our unique “acento,” that make our stories resonate globally.
Casa Verde: A Culinary Ode to Latin American Heritage
Among these stories of innovation and passion, the tale of Harry Lewis and Casa Verde can’t be overlooked. Food is such an integral part of culture, and these folks used it to not only put their ethnic spin on the market for all to enjoy, but used the brand as a catalyst for giving back.
Born in Guatemala, Lewis’s journey from a corporate executive at Anheuser-Busch In-Bev to the founder of Ilinel Food Company is a testament to the power of reconnecting with one’s roots.
Casa Verde, launched under Ilinel Food Company, is more than just a line of ready-to-eat meals; it’s a culinary tribute to the rich history and traditions of Latin America. Drawing inspiration from age-old recipes and the deep-seated belief that food is a love language, Lewis embarked on a mission to introduce the US to authentic Latin flavors.
The name ‘Ilinel,’ which means “The plants that nurture us” in the traditional Mayan language, encapsulates the brand’s ethos perfectly.
In just under a year from it’s launch, Casa Verde had not only disrupted the market with its unique offerings but has also become a radiating singularity of cultural pride. With a diverse team representing six different nationalities, the brand has successfully expanded its reach nationwide, making authentic Latin meals accessible to all.
But Casa Verde’s impact goes beyond the palate. With a commitment to giving back, the company donates four meals for every case sold, ensuring that communities in need are nurtured with love and care. Their “Feel Latino” campaign, launched in honor of National Hispanic Heritage Month last year, further amplifies their message of unity, love, and shared experiences.
Watch it here!
Savor the flavors of Casa Verde and the enticing aromas of stories it represents. In the words of Harry Lewis, “Mi casa es su casa” – a reminder that food is not just about sustenance, but about coming together, sharing stories, and sharing the unabashed beauty of ethnic roots.
TikTok’s “De Nada America”: Shaking the Maracas of Hispanic Essence in American Culture
Similarly, TikTok brought Hispanic culture into the mainstream with its “De Nada America” campaign, which emphasized the profound impact of Latinx influences across all facets of American life. The narrative of Luis Montero, CEO of The Community is authentic and audacious when it comes to celebrating Hispanic heritage.
Born to a Cuban mother and a Spanish father in Atlanta, Montero’s journey in the advertising world has been marked by a deep-rooted passion for culturally-reflective brand building. His belief in the continuous and everyday marking of Hispanic culture led to the creation of the groundbreaking TikTok campaign, “De Nada America.” (or, “You’re Welcome America.” You can watch the video here.)
Rather than following the conventional “Thank You America” narrative, Montero and his team at The Community chose to flip the script. “De Nada America” (translated as “You’re Welcome, America”) is an unapologetic acknowledgment of the countless contributions of the Hispanic community to the very fabric of American society. The campaign’s name cleverly plays on the initials “DNA,” emphasizing that Hispanic culture is an intrinsic part of America’s DNA.
Spanning a month, the campaign featured videos, live streams, and murals, garnering over a billion views on TikTok. But beyond the numbers, it sparked a movement. A movement that recognized and keeping the Hispanic essence in everyday American life.
Montero’s vision extends far past a single campaign or a designated month. His work with brands like Verizon, Samsung, and TikTok underscores the idea that Hispanic heritage is not confined to a moment but is interwoven into every aspect of American culture.
From airing bilingual ads during the Oscars to showcasing art from Latino DACA artists in Times Square, Montero’s endeavors have consistently pushed boundaries, ensuring that Hispanic voices are heard, recognized, and uplifted.
This reminds us that the essence of this celebration is not about a single month but about recognizing the continuous and profound impact of the Hispanic community. As Montero aptly puts it, Hispanic culture is not just a part of American culture; it is American culture.
Keep the Culture Party and Trail Blazing Going, Together
The Latinx marketing stars and brands we spotlighted are seriously killing it! Their passion for embracing identity and sharing stories creates powerful vibes that unite us all.
There are so many exciting movements and marketers making change happen by embracing who they are. Our differences create a vibrant global tapestry, especially when we come together to blend our hues of culture into something brilliant.
These ambassadors of Hispanic heritage work their magic by fusing authentic flavor with boundary-pushing innovation. Their efforts make the future look fantastic! The journey continues as we walk arm-in-arm, celebrating diversity while remembering our shared humanity.
Hispanic Heritage Month is an ongoing reminder of the power found in cultural education, connection, and community. As we ride this wave into the future, let’s keep expanding horizons, uplifting bold voices, and uniting like family. When our stories come together, beautiful things happen.
The Latinx luminaries spotlighted here have shown just a glimpse of the greatness to come. Let their passion ignite your own, not just this month but year-round. Spread the word, incite change, and educate yourself and others. Hispanic culture’s vibrancy belongs to all.
Our collective fire blazes brightly as we walk as one, embracing diversity yet remembering the humanity that forever connects us.
So, keep on doing your thing, Latinx marketing creatives of the world! You are doing AMAZING things. The best is yet to come.
¡Adelante!
More Content for You
Want to keep celebrating Hispanic culture? Check out the following for more great content.
- What to Watch: Hispanic and Latino Heritage Month | PBS
- Books to Read for Latine & Hispanic Heritage Month | Penguin Random House
- 8 Ways to Celebrate Hispanic & Latino Heritage Month
- Ways to Celebrate National Hispanic Heritage Month 2023 | Alliance for Catholic Education
