D exposito and partners – Ad Council – Lucha vs Virus – 2020

PROBLEM. Hispanic communities in the US were disproportionately affected by Covid-19 and had few options, in their own language, to get educated about safety protocols.

INSIGHT. We played with the double meaning of the Spanish word “lucha”. “En la lucha” means to fight or fighting the everyday struggle. The word “lucha” is also embedded in the sports name “Lucha libre”, renowned for mask wearing luchadores.

IDEA. Encourage Hispanics to stay in the fight, seguir en la lucha, by turning the luchador mask into a safety mask and combine it with a simple, strong message: “The one who loses the mask loses the fight.”