TARGET & THE BILLBOARD AWARDS |SHOW OFF YOUR WAY!
I worked on this campaign as an ACD at Mother New York: Target’s sponsorship of the 2016 Latin Music Billboard Awards on NBC/Telemundo – 5 minutes of commercial airtime during the show.
“Show Off, Your Way,” is a vibrant celebration of self-expression and self-love through beauty and music. A diverse cast of Latinas across ages, shapes and cultural backgrounds show off their individuality and beauty looks as they sing and dance to the infectious, self-affirming song “Soy Yo/That’s Me” from Grammy nominee band Bomba Estéreo.
“I keep walking, I keep laughing. I do what I want, and I give it all. It’s nobody’s business what I’m doing. All that matters is what's inside. And don’t worry if they don’t approve you. When they criticize you just say: That’s me, me, me, me... That’s who I am.”
The cast was introduced during the Red Carpet segment of the show, including Rita Moreno and Carmen Carrera.
Celebrities and beauty influencers kicked off the initiative on social media.
Through an initiative with dubbing app Dubsmash, users were also encouraged to show off their best Target beauty looks while lip syncing to the same “Soy Yo” song. Over 9,000 video submissions were received in the first two weeks. A compilation of the best dubs was turned into the first Dubsmash commercial that also aired during the Billboard Awards show.