New York-based advertising shop The Concept Farm has been tapped by Univision to develop a creative, multiplatform campaign around Univisión Deportes, the company’s 24/7 sports-only network that launched earlier this month on DISH.
Prior to launch, Univision Deportes opened an RFP process to several agencies in the industry, and out of search The Concept Farm was chosen.
“The agency understood the history of the Univision brand, the 50-year relationship we’ve built with Hispanic audiences, and has been able to execute this insight across all our platforms– television, radio, online and social media,” says Vicky Vitarelli, VP of Marketing, Univisión Deportes. “The Concept Farm understands our brand DNA and the passionate sports fans we serve.”
Agency executives including Griffin Stenger and John Gellos were at hand Thursday night for the official launch party of Univisión Deportes at the Industria Superstudio in Manhattan.
The Concept Farm helped put together “Cambió el juego,” a campaign that is being used in promotions across Univision’s platforms. “The idea is to highlight the sports that matter most to Hispanics,” says Griffin Stenger, partner and director of innovation at The Concept Farm. The campaign includes the tagline “Tus oraciones fueron cumplidas” (Your prayers have been heard,) playing with the fact that –for many Hispanics who worship their teams and athletes- sports is a religion.
Founded in 1999, The Concept Farm does creative work for some media powerhouses, including Disney, MSNBC and Nielsen among others. And while it hasn’t done Hispanic work of the scope of Univision Deportes, it has brought along bilingual, creative talent to help craft campaign messages. Leading the creative behind the Univision Deportes campaign is Ricardo Trejo, the former SVP, executive creative director at GlobalHue.
