In a market where cord-cutting was on the rise, Comcast Xfinity faced the challenge of engaging a growing segment: bicultural Hispanics who consume content in English but maintain strong ties to their Hispanic heritage.

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These individuals identify as 100% Hispanic and 100% American—not halfway between cultures, but fully immersed in both. The "Because I Can" campaign was crafted to resonate with this audience, showcasing how Xfinity's products and services enable them to navigate and celebrate their dual identities seamlessly. By blending elements like novelas and series, Spanish and English, motherhood and professional life, rock and bachata, the campaign delivered culturally relevant messages that affirmed their multifaceted lifestyles.

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Awards

• Silver Effie | 2014 | Campaign

• Jay Chiat Award | Best Product/Service Strategy

 

Media Channels
TV spots, posters, radio

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My Role
Creative Director / Concept Development / Bilingual Copywriting