Creative multicultural production company The Cortez Brothers, in partnership with agencies Weber Shandwick and Axis, has produced a new campaign to promote California’s enrollment in the Affordable Care Act. Titled “I’m In/Tengo Un Plan,” the bilingual campaign (English/Spanish) consists of 12 on-air spots – the first of which debuted during the Oscars telecast. The campaign is also reaching Californians via billboards, transit ads, print media, web and social media.
“I’m In/Tengo Un Plan” is yet another example of The Cortez Brothers’ storytelling capabilities and its specialty in both the general U.S. and Hispanic markets. Working closely with director Joe Murray, they crafted a campaign that simultaneously addresses the health concerns of California’s diverse population and the benefits of the Affordable Care Act. Everyday citizens, who share personal stories in their own words, were the cornerstone of the campaign’s messaging strategy.
During preproduction, Murray traveled all over Los Angeles County – from Alhambra to Monrovia to Hermosa Beach – for in-home pre-interviews with the subjects in order to get to know them more intimately, as well as put them at ease before for the actual shoots. The initial meetings were conducted in English by Murray and some of the footage he shot ended up in the final spots as additional visuals.
Each interviewee represented a specific healthcare issue that was aided by Covered California. To make the campaign more relatable, the spots also captured the everyday lives of the subjects, such as a yoga studio owner teaching her classes and a Mexican Charro (cowboy) performing bull tricks on a ranch.
“Everyone has a story to tell, and my goal was to ensure that our subjects felt comfortable enough to share their story,” says Murray. “Once you’ve established that trust, they’re more likely to open up their world to you.”
Project: “I’m In/Tengo Un Plan” campaign (6 x English spots / 6 x Spanish spots)
Client: Covered California
Colleen Stevens
Michael Brennan
Agency: Weber Shandwick
Co-Lead: Matt Robson
Account Director: Marta Alonzo
Account Supervisor: Elsa Caceres
Chief Creative Officer: Josh Rose
Executive Creative Director: John Avery
Executive Creative Director: Peter Sanchez
Creative Director/Copywriter: German Libenson
Creative Director/Copywriter: Marisa Esteban
Associate Creative Director: Kim Beylin
Copywriter: Matt Shevin
Senior Art Director: Juan Benitez
Art Director: Marco Vides
Senior Broadcast Producer: Nick Miller
Broadcast Producer: Mariana Mucci
Production Company: The Cortez Brothers
Director/DP: Joe Murray
Producer: Dolly Tarazon-Billinger
Executive Producer: Ed Rivero
Editorial Company: Stitch Editorial
Editor: David Checel
Asst. Editor: Adam Wood
Sr. Producer: Chris Girard
Executive Producer: Juliet Batter
Online/Finish Artist: Mitch Gardiner
Music Company: HUM Music
Composer: Jimmy Haun
Creative Director: Scott Glenn
Executive Producer: Debbi Landon
Producer: Chanel Scott
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