Univision wanted to make a big splash with its ripped-from-the-headlines series, El Chapo, about the rise and ultimate fall of one of the world’s most notorious drug lords.

As part of the promo push, network execs envisioned an extensive millennial-targeted digital campaign to hype the scripted drama about Joaquin “El Chapo” Guzman, a rags-to-riches cartel king so infamous he was profiled in Rolling Stone by actor Sean Penn.

The caveat for agency Mistress was that the work had to be solely in Spanish.

Los Angeles-based Mistress, which doesn’t market itself as a multicultural agency, drew from its bilingual creative team to come up with more than 200 pieces of content for a social media effort that eventually logged 28 million impressions and nearly 4 million video views. It mixed folklore, memes and modern imagery, using lucha libre fighting, marionettes, news footage and narco tombs to brand the Mexico-set series and engage young mobile-centric audiences.

Read the rest of the article in Adweek, here.


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