CORE "IT’S TIME LOS ANGELES" PSA
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Priya PR1637 views
Creative studio Makiné recently partnered with LA-based multicultural marketing firm American Entertainment Marketing (AEM) to produce an integrated COVID-19 vaccine awareness and acceptance campaign called “IT’S TIME LOS ANGELES,” which aims to increase the rate of vaccinations for Los Angeles’s hardest-hit communities, including Latino, African American, and Asian American and Pacific Islander (AAPI) populations.
Commissioned by CORE (Community Organized Relief Effort), the non-profit organization co-founded by Ann Lee and Sean Penn, the campaign is presented in English, Spanish, Chinese, Korean, and Vietnamese.
“IT’S TIME LOS ANGELES” includes a public service announcement, digital/social media, print, microsite, community outreach, and public relations.
Makiné scripted and directed a :30 hero spot for broadcast and digital, presented in the five different languages, as well as a series of community-focused cut-downs.
Client: CORE
Lead Agency: AEM
Campaign Lead Strategist: Ivette Rodriguez
Marketing & Communications Lead Strategist: Linda DeJesus-Cutler
Music Composed by Gustavo Santaolalla
Multicultural Agency Partners:
IW Group
Account Lead: Craig Tomiyoshi
Creative Director: Cenon Advincula
Project Manager: Melissa Ross
Media and Community Relations: Misa Nguyen
Red Sea Entertainment
AA Creative Lead + Strategist: Anna Fuson
Santa Cruz Communications
Media Relations: Claudia Santa Cruz
Mozaic
Community Relations + Digital: Denise Lopez, Aram Nadjarian, Jacob Jauregui
Web Designer: Christopher Sullivan
Social Media Manager: Emily Guerra
Creative + Production Partner:
Makiné Studios
Creative Director/Director: Jesus M. Rodriguez
Producer: Gustavo Garcia
Art Director: Alberto Hadyar
Editor: Felipe Orozco
Copywriter: Nicole Zuchelli
Executive Producers: Danixa Diaz & Maria Alejandra Padua
Photo Production Partner:
Wild Goats Creative
Photographer: Aldo Chacon
Photo Shoot Executive Producer: Salvador Gutierrez-Chacon
