Agency Role

Creative Director​

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Executions

Seeding Film

Mobile Engagement Launch 

Programmatic Banners & Social Posts 

Media Campaign

Influencer Engagement

H-E-B Retailer Assets 

In-Store Displays ​​

Posters

The Abuela Tag Reader is a campaign by Ensueño Laundry Fabric Softener in partnership with H-E-B retailers, designed to help consumers understand laundry care symbols using the cultural knowledge and experience of "abuelas" (grandmothers). It's a digital, mobile-first experience where users can scan laundry care tags with their phones and access videos from real-life abuelas who explain what the symbols mean and offer laundry advice. The campaign aims to be both educational and entertaining, drawing on the cultural significance of abuelas in Hispanic families and their reputation for providing both love and straightforward advice on household matters.