US Hispanics tend to blame accidents on bad luck. We created Bad Luck to make consumers feel vulnerable and motivate them to be protected with Allstate, a major insurance company.
With insurance brands outspending each other on TV, we had to change our approach to break through.
We partnered with "Premios tu Mundo,” the #1 People’s Choice Soap Opera Award show on Telemundo, and created a new custom award: the Best Bad Luck Moment. The new category featured bad luck moments from top rated soap operas and fans voted for their favorite one.
Bad Luck took over the live show with backstage accidents, real-time updates from the event, and changed the red carpet for an Allstate-blue carpet. Finally, Bad Luck announced the winner for his category.
EFFIE North America Silver
EFFIE North America Media Finalist
Ojo de Iberoamérica Shortlist Innovation
Role: Associate Creative Director / Art Director