Fruits of Labor (US Postal Service, Dinero Seguro)

Beauty that never saw the light of day.

A little more abstract than the execution posted below, this piece made it to the final round of presentations before getting cut.

Things to notice: The three hands create a tree: the two bottom hands symbolize the roots while the top hand represents the trunk and branches. I like Carlos’ effective use of red in the middle of the ad. It draws your eye to it.

Things you can’t see: Though it seems silly now, I was hesitant to pitch this execution because it so closely resembled the idea I had for my “Textroot” logo (see my blog banner). In the end — and this debate took all of a minute in my head — I decided that it was fine for two executions to be alike in spirit and, more importantly, that my clients and my employer deserve the best of my ideas … that’s why they pay me.

Copywriter: R. Vega

Illustrator: C. Lopez

Creative Director: M. Correa

Agency: Sanders\Wingo

Send/Create (US Postal Service, Dinero Seguro)

Appeared in East and West Coast markets.

This is one of my favorite pieces from my days at Sanders\Wingo. We worked hard to infuse the Post-it-sized newspaper sticker with as much story as possible and ended up with a beautiful creation that our client loved (and so did we).

Objective: Position Dinero Seguro as a trustworthy money transfer service to Latin-American consumers, particularly Mexican immigrants. Peak interest so that readers look for full page ad (which, sadly, we did not create) inside the newspaper.

Strategy: Tell the consumers’ story in a way that honors their efforts and their culture. Make Dinero Seguro part of that story.

Things to notice: Mural style illustration with Aztec-like design in the background. The husband and wife’s arms form a circle, a symbol of their unified efforts. The word “Envias” (you send) is transformed into the word “Creas” (you create) when it crosses Dinero Seguro, positioning the service as an integral part of the relationship.

Things you can’t see: This was a total team effort. We filled an entire wall (a very big wall, I might add) with ideas on how we could should use the 4″ x 4″ space. No one idea won out. We saw different elements and themes that looked like they could work well together and matched them up until we found something undisputedly  dynamic.

Copywriter: R. Vega

Illustrator: C. Lopez

Creative Director: M. Correa

Agency: Sanders\Wingo