— PROJECT NAME
"La Buena Vida"
Telluride X-Pro Campaign
— ROLE
Creative Lead, Copy
Original Concept
Editorial & VO Direction
Quiero vivir La Buena Vida was a phrase I had saved… one that pointed to a more quality-of-life take on success. When the brief called for that Hispanic pinnacle, it felt like the right time to bring it to life.
Most Hispanic stories in advertising tend to lean on familiar clichés: struggle, sacrifice, and hustle. We wanted to push the work somewhere more aspirational. Inspired by the social phrase “let’s skip to the good part,” the film showcased success as a destination we called La Buena Vida.
:60 ENGLISH
:30 SPANISH
CASE STUDY
SOCIAL POSTS #LaBuenaVidaConKia
Captions:
a. Capability that sets you free.
b. Tell me you’ve made it without telling me you’ve made it.
CAMPAIGN RESULTS
- 11% sales increase, well above Hispanic auto industry
- 22% engagement increase, over-indexing Spanish auto ads
- 200% increase in website visits to kia.com/us/es
- 20x more visits to Telluride’s Spanish page
- Among the most viewed videos on Kia’s Youtube Channel
- Shortlisted by the Hispanic Marketing Council
