• by Staff Writers , September 5, 2008

Finalist - Multicultural Media

Zoom: Patrick West, vice president, experiential marketing; Rudy Duthil, project manager; Michael Fiedel, account executive. Zubi Advertising Services: Susan Osorio, Jennifer Hernandez, Ayan Valle, Gracie Colon, Vanessa Hurst, Ivan Calle, Anais Arena. Critical Massive, a graffiti artist collective.

This is a campaign that doesn't even look like advertising. The attractive creative easily draws attention. In addition, both the creative and the placement fully integrated the murals into the fabric of the culture and the neighborhood, making the campaign look more like an endorsement from the influencers within the target audience than a paid ad. That gave it not only a strong and relevant connection to the group, but also the illusion of valuable street cred, something that can't be bought.