https://robertolastra.com RobertoLastra Thu, 22 Feb 2024 02:17:10 +0000 https://robertolastra.com en https://robertolastra.com/WORK-1 Sat, 14 Jan 2023 03:18:01 +0000 RobertoLastra https://robertolastra.com/WORK-1 25 years. Top agencies. Global brands. Complex problems. Simple ideas. https://robertolastra.com/ROBERTO-WHO-1 Sun, 22 Jan 2023 02:43:23 +0000 RobertoLastra https://robertolastra.com/ROBERTO-WHO-1 Roberto Who? Top 5 global agency experience Copywriter/Executive Creative Director. + Sensibility to talk to bicultural, multicultural and international audiences. I still lack the sensibility to talk to my own kids. Founder of Lovers Not Haters.A global creative shop that helps brands leave no audience behind by doing more authentic, relevant and relatable work for diverse audiences. Some Fun Facts: Born in Mexicali, Mexico. 🇲🇽 Also known as The City of the Cold Eggs (balls) because it's so hot everyone drives around with a forty of Tecate beer in between their legs. My father was an Evangelical Minister. Have a fading tattoo of two soccer shoes and a ball on my back. Lame, I know. Lived in Miami, San Francisco, Chicago, Minneapolis, Boulder, L.A., New York, Miami and San Diego in the last 15+ years. Grew up in Texas driving around in an old Ford Truck, chewing Cherry Skoal with a dude named Lance Gasch. Once helped a girl carry a used air-conditioner in the Lower East Side in New York. 🗽&nbsp;She's now my wife. My children have a U.S., Spain, Mexican and Argentinian passport. Finding balance is way harder than doing nine Ironman events. I once spent 1200 Euros on a motorcycle helmet at Colette, in Paris. I've never owned a motorcycle. ︎ ︎ lastra.roberto@gmail.com https://robertolastra.com/GOOGLE-YEAR-IN-SEARCH-2021 Thu, 07 Jul 2022 16:17:53 +0000 RobertoLastra https://robertolastra.com/GOOGLE-YEAR-IN-SEARCH-2021 Google Year In Search 2021 Lovers Not Haters Helping Google make their famous Year in Search more global and inclusive. https://robertolastra.com/GOOGLE-INTERNATIONAL-WOMEN-S-DAY Thu, 07 Jul 2022 16:08:19 +0000 RobertoLastra https://robertolastra.com/GOOGLE-INTERNATIONAL-WOMEN-S-DAY Google International Women’s Day Lovers Not Haters https://robertolastra.com/THE-CHAMPIONS-SUPERBOWL-2024 Thu, 22 Feb 2024 02:17:10 +0000 RobertoLastra https://robertolastra.com/THE-CHAMPIONS-SUPERBOWL-2024 "The Champions" for Paramount+ Super Bowl 2024 No One Watches Like the U.S. The UEFA Champions League is Europe’s premier soccer (football) tournament, with matches kicking off in prime time across the continent on Tuesday and Wednesday evenings. But for fans in the U.S., those matches air right in the middle of the workday, right in the heart of the work week. This campaigns celebrates the commitment of American soccer enthusiasts who find a way to watch no matter what. It’s an open invitation to join the growing club of fans tuning in on Paramount+. &nbsp; <img width="800" height="1188" width_o="800" height_o="1188" data-src="https://freight.cargo.site/t/original/i/17668e2332339608d8c6938b58e57bef5cdb3dc56121509b5ffdde4869e48d6b/1717198710138.jpg" data-mid="221233438" border="0" src="https://freight.cargo.site/w/800/i/17668e2332339608d8c6938b58e57bef5cdb3dc56121509b5ffdde4869e48d6b/1717198710138.jpg" /> <img width="800" height="1190" width_o="800" height_o="1190" data-src="https://freight.cargo.site/t/original/i/773139d573bf7d472589441acfdf3fae8e5fac1cdb9c1ac7c98c0c3c298ef298/1717198710665.jpg" data-mid="221233437" border="0" src="https://freight.cargo.site/w/800/i/773139d573bf7d472589441acfdf3fae8e5fac1cdb9c1ac7c98c0c3c298ef298/1717198710665.jpg" /> <img width="800" height="1188" width_o="800" height_o="1188" data-src="https://freight.cargo.site/t/original/i/ff13e471fdf6f4f4a32a56a6b750d96784d75e079bb2245ffe4525ba8ac488f1/1717198712418.jpg" data-mid="221233440" border="0" src="https://freight.cargo.site/w/800/i/ff13e471fdf6f4f4a32a56a6b750d96784d75e079bb2245ffe4525ba8ac488f1/1717198712418.jpg" /> <img width="800" height="1188" width_o="800" height_o="1188" data-src="https://freight.cargo.site/t/original/i/5c7c5891f54eb7051d321b69e54dd09e879a78abaccd15c1d7abd436dd4a4e89/1717198712522.jpg" data-mid="221233439" border="0" src="https://freight.cargo.site/w/800/i/5c7c5891f54eb7051d321b69e54dd09e879a78abaccd15c1d7abd436dd4a4e89/1717198712522.jpg" /> https://robertolastra.com/TURBOTAX Tue, 05 Mar 2019 19:27:57 +0000 RobertoLastra https://robertolastra.com/TURBOTAX Turbo Tax Wieden + Kennedy My friends at Wieden invited me to help CD this national campaign that included a Super Bowl spot and several other TV/OLVs in English and Spanish. Always great to work with them in an effort to do not only great work but the right work that leaves no audience behind. https://robertolastra.com/VRBO Thu, 07 Jul 2022 17:00:23 +0000 RobertoLastra https://robertolastra.com/VRBO Vrbo Lovers Not Haters Vrbo needed to reactivate vacation home rentals among bicultural Hispanic families. Doing work in both English and Spanish, we accomplished our goal by appealing to and celebrating the "Host at Heart", that person in the family whose favorite part of the vacation is seeing the rest of the family enjoy. https://robertolastra.com/SAN-DIEGO-WAVE-FC Mon, 26 Dec 2022 23:40:28 +0000 RobertoLastra https://robertolastra.com/SAN-DIEGO-WAVE-FC San Diego FC The new brand platform: #TogetherSomosGreater reflects the inclusivity-centric philosophy the new expansion team is championing on and off the field. Most importantly, it celebrates the diversity and power of the collective in Greater San Diego, a diverse community that is joining forces with their new team to bring a wave of good inclusion and togetherness. Because as the end frame of our first anthem spot says in Spanglish, English/Chinese and English/Tagalog: Together Somos Greater. <img width="1539" height="809" width_o="1539" height_o="809" data-src="https://freight.cargo.site/t/original/i/9479f9fe531465d2ea87bf82e265608f1c786a2158154d1de2097e400dd60d63/Screen-Shot-2022-12-26-at-2.42.18-PM_1539_c.png" data-mid="164677504" border="0" src="https://freight.cargo.site/w/1000/i/9479f9fe531465d2ea87bf82e265608f1c786a2158154d1de2097e400dd60d63/Screen-Shot-2022-12-26-at-2.42.18-PM_1539_c.png" /> <img width="1539" height="836" width_o="1539" height_o="836" data-src="https://freight.cargo.site/t/original/i/76bdcfd57d3688f11cc50dc2be75e6e8e41a3778ae886b4e69a98a307e00da02/Screen-Shot-2022-12-26-at-2.40.58-PM_1539_c.png" data-mid="164677503" border="0" src="https://freight.cargo.site/w/1000/i/76bdcfd57d3688f11cc50dc2be75e6e8e41a3778ae886b4e69a98a307e00da02/Screen-Shot-2022-12-26-at-2.40.58-PM_1539_c.png" /> <img width="1539" height="805" width_o="1539" height_o="805" data-src="https://freight.cargo.site/t/original/i/a27f9452c4fc1340cdddf886fd3566c34504663693377ab325790c0d0a511405/Screen-Shot-2022-12-26-at-2.41.11-PM_1539_c.png" data-mid="164677507" border="0" src="https://freight.cargo.site/w/1000/i/a27f9452c4fc1340cdddf886fd3566c34504663693377ab325790c0d0a511405/Screen-Shot-2022-12-26-at-2.41.11-PM_1539_c.png" /> <img width="1539" height="809" width_o="1539" height_o="809" data-src="https://freight.cargo.site/t/original/i/e3b8c16807deac22c964c0305a927020d4c7142d897c7fd4401b1ea13212d31d/Screen-Shot-2022-12-26-at-2.41.37-PM_1539_c.png" data-mid="164677506" border="0" src="https://freight.cargo.site/w/1000/i/e3b8c16807deac22c964c0305a927020d4c7142d897c7fd4401b1ea13212d31d/Screen-Shot-2022-12-26-at-2.41.37-PM_1539_c.png" /> <img width="1539" height="802" width_o="1539" height_o="802" data-src="https://freight.cargo.site/t/original/i/a1a8836bef7cbb6a89713eac58b70a9555d70d8d07c508ac78e9ba2924072e5c/Screen-Shot-2022-12-26-at-2.41.57-PM_1539_c.png" data-mid="164677505" border="0" src="https://freight.cargo.site/w/1000/i/a1a8836bef7cbb6a89713eac58b70a9555d70d8d07c508ac78e9ba2924072e5c/Screen-Shot-2022-12-26-at-2.41.57-PM_1539_c.png" /> https://robertolastra.com/AIRBNB-MEXICO Tue, 25 Sep 2018 18:52:18 +0000 RobertoLastra https://robertolastra.com/AIRBNB-MEXICO Airbnb Mexico Wieden + Kennedy In Mexico, you don't say "Welcome to my home." You say "Pásale." Translation 1. Entire place ✅. 2. Pool ✅. 3. Holiday homes as you like them. 4. Airbnb. Come on in. Translation 1. Guests ✅. 2. Pets allowed ✅ 3. Holiday homes as you like them. 4. Airbnb. Come on in. <img width="750" height="544" width_o="750" height_o="544" data-src="https://freight.cargo.site/t/original/i/5bdb57d8cc3fa883d1e19a3588077984cf1b6bbceafe325ba86745e1c7bbcc46/OOH_Posters_750.jpg" data-mid="164675579" border="0" src="https://freight.cargo.site/w/750/i/5bdb57d8cc3fa883d1e19a3588077984cf1b6bbceafe325ba86745e1c7bbcc46/OOH_Posters_750.jpg" /> Translation (left)The whole bunch without getting tangled.&nbsp;(Insight: In México, we say "toda la bola" as in "the whole bunch").Translation (right) The best vacation. Not the most expensive. <img width="750" height="437" width_o="750" height_o="437" data-src="https://freight.cargo.site/t/original/i/55064863d2ac34f8767916580d97eca605913c81e0ac719cc95ce59252e919b9/OOH_2_Mockup.jpg" data-mid="164675580" border="0" src="https://freight.cargo.site/w/750/i/55064863d2ac34f8767916580d97eca605913c81e0ac719cc95ce59252e919b9/OOH_2_Mockup.jpg" /> Translation (left)A vacation like this shouldn't be kept to yourself.Translation (right)This vacation season bring your favorite son. <img width="750" height="359" width_o="750" height_o="359" data-src="https://freight.cargo.site/t/original/i/7f04563274d9ac1bb44e597da8e37ed66e6a8aeedc81908575dd3311f6fbecc7/VisitaUnlugar_Web.jpg" data-mid="164675581" border="0" src="https://freight.cargo.site/w/750/i/7f04563274d9ac1bb44e597da8e37ed66e6a8aeedc81908575dd3311f6fbecc7/VisitaUnlugar_Web.jpg" /> Translation (left)1. Visit a place… 2. Where your tourist guide… 3. Are your neighbors. 4. More than 90.000 homes in México. Come on in. <img width="750" height="357" width_o="750" height_o="357" data-src="https://freight.cargo.site/t/original/i/042347b008cfd0429a9dcc0ef4d01d1a44c53a889e364de1596e9d99d3b1eca1/PagasPorUnos_750.jpg" data-mid="164675578" border="0" src="https://freight.cargo.site/w/750/i/042347b008cfd0429a9dcc0ef4d01d1a44c53a889e364de1596e9d99d3b1eca1/PagasPorUnos_750.jpg" /> Translation (left)1. You pay for a few days… 2. And it last them… 3. A lifetime. 4. Find the home your budget loves the most. Come on in. <img width="750" height="776" width_o="750" height_o="776" data-src="https://freight.cargo.site/t/original/i/80968470dcfcbfe49a82066d00e6e0e3478539b16ba0cdda5261bb7321c5402f/Airbnb_Compilation.jpg" data-mid="164675582" border="0" src="https://freight.cargo.site/w/750/i/80968470dcfcbfe49a82066d00e6e0e3478539b16ba0cdda5261bb7321c5402f/Airbnb_Compilation.jpg" /> TranslationFeel at home in our home. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/5412a7b7eb4fe0a27a264e77b16c3e00c237fb4b65fc11022d7439ea5ec1de0f/1.jpeg" data-mid="164675569" border="0" src="https://freight.cargo.site/w/500/i/5412a7b7eb4fe0a27a264e77b16c3e00c237fb4b65fc11022d7439ea5ec1de0f/1.jpeg" />TranslationWe take care of the home just as we do our guests. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/8fd861db2df77f90e6caedbd17015e0270d3d127515ad53ddf69b3d26f785ac5/2.jpeg" data-mid="164675570" border="0" src="https://freight.cargo.site/w/500/i/8fd861db2df77f90e6caedbd17015e0270d3d127515ad53ddf69b3d26f785ac5/2.jpeg" />TranslationFeel at home in our home. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/c6c7f52ce0f6fc2c7ab29546f026b92dcf075ed7645fcf203b03b39067737d98/3.jpeg" data-mid="164675571" border="0" src="https://freight.cargo.site/w/500/i/c6c7f52ce0f6fc2c7ab29546f026b92dcf075ed7645fcf203b03b39067737d98/3.jpeg" />TranslationUse this corner as your point of reference so you don’t get lost. Although we also recommend you get lost. You’ll have more fun. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/a2d4607df03701fe49c261ebf7f53819be85439592f3f8e92544c88446a853b4/4.jpg" data-mid="164675572" border="0" src="https://freight.cargo.site/w/500/i/a2d4607df03701fe49c261ebf7f53819be85439592f3f8e92544c88446a853b4/4.jpg" />TranslationThe good thing about this neighborhood is that we have a thousand places where to eat. That way your family doesn't have to agree on something. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/314f88af900cf278c666ed3a146c028e6ec42a206de25275b165c13e13f78f36/5.jpg" data-mid="164675573" border="0" src="https://freight.cargo.site/w/500/i/314f88af900cf278c666ed3a146c028e6ec42a206de25275b165c13e13f78f36/5.jpg" />TranslationThe moment we hand you the keys, our home becomes yours/is your home. <img width="500" height="731" width_o="500" height_o="731" data-src="https://freight.cargo.site/t/original/i/830e468a8bbb9c5afccdfe7d134a37a46ac6387e11320a035ba65a8845f9a525/6.jpeg" data-mid="164675574" border="0" src="https://freight.cargo.site/w/500/i/830e468a8bbb9c5afccdfe7d134a37a46ac6387e11320a035ba65a8845f9a525/6.jpeg" />TranslationIn our homes, we like to welcome you with fresh flowers. Go for it, pick the ones you like. They’re on us/we’re inviting. https://robertolastra.com/Google-HHM Thu, 07 Jul 2022 16:41:45 +0000 RobertoLastra https://robertolastra.com/Google-HHM Google Search For a Way Lovers Not Haters Creating Google's first Spanish language brand campaign ever to invite people to suppor small latino businesses recover from the pandemic. Multiple OLV/TV and pretty much every medium in a matter of a couple of months. That was fast. That was furious. The campaign consists of a series of TV spots and 30s/15s/06s online videos social and digital assets for Snapchat and Twitter, as well as Pandora audios. Radio lnh · Google - HHM - Radio - Buscandole