The Baskin-Robbins Mangonada Social Campaign was a twofold process. First, there was the shoot element, where we had to be mindful of COVID protocols: a skeleton crew on-set, remote viewing, and the works. The hand-picked talent included Mexican-American influencers that had a broad reach within their audiences, on top of a solid sense of humor and a fun yet quirky personality.
Our intention for the visual narrative of the piece was to lean into the vibrancy of Mexican culture: we shot product and talent in front of colorful backgrounds, recruited Mexican-American illustrators to bring their own unique design sensibilities to the spots, and injected a whole lotta fun into configuring movements for the handcrafted words themselves. From “sweetspicylicious” to “chamazing” to “dulcecito” — Baskin-Robbins’ Mangonada is anything but ordinary.