Spanish Campaignº Starbucks Southern Cone

01 — Project details

Starbucks Southern Cone launched the 2023 edition of Ads for Good, its annual initiative that uses creativity to spark conversations around social causes. Inspired by this platform, we created "Orgullosos de Ser," a virtual museum celebrating LGBTQ+ voices and stories across Argentina, Chile, and Uruguay

Audience

Targeted LGBTQ+ communities and allies across Argentina, Chile, and Uruguay, encouraging reflection, visibility, and inclusion through art.

Challenge

Create a culturally relevant campaign that spoke authentically to audiences in three countries, balancing inclusive language with neutral Spanish that felt natural throughout the Southern Cone.

02 — Creative process

The creative concept centered on "Orgullosos de Ser," a virtual museum created under Starbucks' Ads for Good platform. Inspired by the idea that every story deserves a place to be seen, the museum showcased artwork celebrating identity, diversity, and self-expression.

The Campaign in Action

Every piece of copy was localized into neutral Spanish, ensuring the language felt authentic and inclusive for audiences in Argentina, Chile, and Uruguay without losing the campaign's emotional impact.