| Title | #GenerationSearch |
| Brief | #GenerationSearch is the first web series made by and for millennials, based on the concept of transformational travel & heritage that promotes Latin American pride and cultural diversity by uniting the US and Guatemala, through Content MarketingA protagonist, Joel Lawson, born in DC to a Guatemalan mother, visits Guatemala for the first time in a journey of self-discovery, cultural identity and in search of family.The Guatemala millennial audience interacts with Joel via social media and actively participates in the series by recommending places to visit, things to experience and by becoming tour guides.Brands were integrated into the storytelling by enabling the protagonist to share his experiences and connect him with his social audience.It is estimated that the United States is home to 50 million Latinos. Many of them second and third generation who, despite not knowing their parents’ or grandparents’ country of origin, at heart feel Latino. |
| Agency | PALM ERA Marketing |
| Campaign | #GenerationSearch |
| Advertiser | TCL |
| Brand | Tigo, Alcatel, Banrural |
| Posted | January 2021 |
| Business Sector | Telecommunications Services |
| Story | Alcatel is a manufacturer of smart and feature phones globally and TIGO is the largest cell phone service provider in Guatemala. For the Millennial target, being able to be connected thru their devices and data is paramount. |
| Media Type | Digital |
| Chief Executive Officer (CEO) | JC Cedeno |
| Executive Creative Director | Santiago Alvarez |
| Executive Creative Director | Ignacio Porto |
| Creative Director | Nicolle Rios |
| Art Director | Jorge Rivera |
| Account Director | Greta Patterson |
| Post Production | Juan Morales |
| Director | Henry Cuicas |
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