FOUND IN TRANSLATION

To connect with the 6 million Puerto Ricans in the U.S., we created an English-language campaign that English speakers couldn’t understand. We took Puerto Rican sayings, translated them literally into English and displayed them on billboards, bus stops, newspapers, and bars, across major cities in the U.S. Each execution pointed to MedallaDrinkersKnow.com, this call to action turned the campaign into a movement: inviting those who “got it” to co-create and submit their own sayings for translation. Over 1,500 submissions from Puerto Ricans across all 50 states contributed 80% of the campaign’s copy. Their words became merch, digital assets, and even a book—a collective celebration of cultural pride. Because when you know your people, you know how to engage them.

Advertising, Art Direction, Copywriting


FOUND in
TRANSLATION
To connect with the 6 million Puerto Ricans in the U.S., we created an English-language campaign that English speakers couldn’t understand. We took Puerto Rican sayings, translated them literally into English and displayed them on billboards, bus stops, newspapers, and bars, across major cities in the U.S. Each execution pointed to MedallaDrinkersKnow.com, this call to action turned the campaign into a movement: inviting those who “got it” to co-create and submit their own sayings for translation. Over 1,500 submissions from Puerto Ricans across all 50 states contributed 80% of the campaign’s copy. Their words became merch, digital assets, and even a book a collective celebration of cultural pride. Because when you know your people, you know how to engage them.




AWARDS
CANNES LIONS 2025
2 × Silver (Creative Strategy: Cultural Engagement / Outdoor: Cultural Engagement)
6 × Shortlist (Creative Strategy, Social & Creator ×2, Print & Publishing, Outdoor ×3)

OJO DE IBEROAMÉRICA 2024
1 × Silver (Graphic Production)
4 × Bronze (Content, Digital & Social, Outdoor ×2)
6 × Finalist (Digital & Social, Direct ×4, Outdoor)


DDB Latina Puerto Rico
Enrique Renta — Chief Creative Officer / Edgardo Manuel Rivera — Chief Executive Officer / Edgardo Jiménez — Chief Operations Officer / Jose Ramón González — VP Strategy / Natalia Diaz — Group Business Development Director / Mauricio Cortes — Creative Director / Juan Luis Fernández — Creative Director / Lorena Berges — Creative Director / Sofia Ramón — Senior Copywriter / Frances Guzman — Copywriter / Jorge López — Associate Creative Director / Andres Díaz — Art Director / Pedro León — Art Director / Nicole García — Account Executive / Mónica López — Executive Producer / Nick Diaz — Executive Producer / Andrea Santiago — Content Manager / Peter Peralta — Production / Luis Romero — Production / Melvin Valencia — Editor / Jose Cintrón — Editor / Carlos Rivera — Audio / Sergio Buitrago — Designer / Diego Cáceres — Music / Nábila Diaz — MarTech Manager / Joseph López — Head of Transformation / Anadys Felix — MarTech Manager / Carlos Romero — Workshop / Al Sinclair — Editor / Lourdes Ocasio — Chief Media Officer / Jessica Torres — Lead of Media Business Solutions / Valery Pedraza — Performance Media Specialist / Ileana Bravo — Print Production
Cervecera de Puerto Rico / Medalla Light
Maribel Montes — General Manager / Andrés Lopez — Marketing Manager / Elaine García — Medalla Marketing Director / Luis Chamorro — Medalla Marketing Manager / Daniela Laureano — Medalla Marketing Coordinator

↑Back to Top