“Sigue Haciéndola!” - DishLATINO Unveils Campaign to Celebrate the Heritage and Determination of U.S. Hispanics
February 08 2017 - 11:56AM
Business Wire
- Collaborates with Eugenio Derbez to
recognize the hard work and contributions of Latinos
- Releases original song “Somos Latinos”
sung by Latin Grammy-nominated duo Periko & Jessi Leon
- Invites Latinos to share their “Sigue
Haciéndola” story via customized photo platform and digital
American flag mosaic
Today DishLATINO launched Sigue Haciéndola (which translates
“keep pressing on”), a comprehensive campaign recognizing and
celebrating U.S. Hispanics, from their cultural heritage to the
values, dreams, and even challenges that inspire them to keep
moving forward.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170208005862/en/
DishLatino invites Latinos to share their
“Sigue Haciéndola” story via customized photo platform and digital
American flag mosaic. (Photo: Business Wire)
“Sigue Haciéndola is more than a campaign – it’s about
recognizing and inspiring Latinos who are working hard to build a
better life in the U.S. while also continuing to value their
heritage,” said Alfredo Rodriguez, vice president of DishLATINO.
“Twenty years ago, our journey began when we were the first to
offer affordable programming connecting Latinos to their culture.
Today, we’re proud to be the leaders in the segment because of the
trust we’ve continued to build with our customers.”
Following are the elements of Sigue Haciéndola:
Campaign Creative Starring Eugenio
Derbez
The campaign features new TV commercials starring actor,
producer and director Eugenio Derbez. One of the spots, known as
Reconocimiento (“Recognition”), shows fans recognizing Derbez
because of his fame, then turns the focus to the hard-working
Latinos who are dedicated to providing for their families and
communities. The spot can be viewed here (and here with English
subtitles).
“I’m very proud to be part of Sigue Haciéndola, through which
DishLATINO invites us to share and celebrate the stories of Latinos
who have come to the United States to accomplish their dreams…and I
am one of them. I also have my story: I’m from Mexico and I moved
to the U.S. in search of better opportunities. Today, I’m achieving
my dream and ‘making it’ in Hollywood,” said Eugenio Derbez.
Derbez continued, “I love the Reconocimiento ad in which I share
that although people recognize me because I am on TV, the real
people we should recognize are the unsung heroes…those who have two
or even three jobs to provide for their families and send their
children to school. They are the ones who deserve our respect and
recognition.”
Campaign Anthem Somos Latinos by
Latin-Grammy Nominated Periko & Jessi Leon
To help capture and express the sentiment driving Sigue
Haciéndola, Latin Grammy “Best New Artist” nominees Periko &
Jessi Leon wrote and recorded an uplifting, original anthem, “Somos
Latinos.” The Latin Pop duo uses their signature sound to celebrate
their own story and the stories of others who, like them, are
pursuing a dream. To help bring the song to life, Periko &
Jessi Leon star in a vibrant new music video that can be viewed
here (and here with English subtitles). The song can also be heard
in the TV spots featuring Eugenio Derbez, as well as in other
elements of the campaign.
Photo Storytelling and Digital American
Flag Mosaic Inviting Latinos to Share Their Story
DishLATINO will be inviting U.S. Hispanics to share their story
by customizing an image (such as a social media profile picture) to
show where they’re from and where they’re making it. Users can then
upload the image directly to social media and add a message about
their unique story. Eugenio Derbez, who will be among the first to
create and share a customized image, shares more about how to
create an image in this video (Spanish only).
DishLATINO is using the images to create an impactful digital
mosaic showing a map of the U.S. comprised of the individual,
customized photos. The map will be searchable, so participants can
find their photo and search for the photos of others, like Derbez,
who have joined the mosaic.
The Sigue Haciéndola experience, including the photo
storytelling platform and digital American flag mosaic, begins at
www.siguehaciendola.com.The mosaic will continue to populate as
more users create and upload their image and story. Additional ads
featuring Eugenio Derbez will be released in the coming months.
About DishLATINO
DishLATINO is the market-leading suite of English and Spanish
language programming packages in the United States. It offers its
customers more than 40 Spanish-language news, entertainment, and
sports channels in combination with DISH’s broad English-language
programming lineup of more than 200 channels. DishLATINO customers
can receive the Hopper, the industry’s most awarded DVR, and take
advantage of in-language customer service as well as payment
solutions including a no-term contract, prepaid pay-TV option.
About DISH
DISH Network Corp. (NASDAQ:DISH), through its subsidiaries,
provides approximately 13.643 million pay-TV subscribers, as of
September 30, 2016, with the highest-quality programming and
technology with the most choices at the best value. DISH offers a
high definition line-up with more than 200 national HD channels,
the most international channels and award-winning HD and DVR
technology. DISH Network Corporation is a Fortune 200 company.
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version on businesswire.com: http://www.businesswire.com/news/home/20170208005862/en/
DISHKaren Modlin, 303-723-1850karen.modlin@dish.com
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