Latinstock manages the production and distribution of image content in nine countries of Latin America and in Spain and as such, the organization has a surplus of images of Latino people doing everyday stuff.
Created by Y&R, Quito, Ecuador, a new print campaign showcases the company’s image offerings while pointing a spotlight at stereotypes associated with the people in the images. Each execution features a small image in the bottom left-hand corner of a Latino performing an innocuous task, such as watering a plant. The rest of the space is devoted to text that points out how a “white man” doing such might be mistaken for an ecologist while a Latino might be mistaken for a pot dealer. A tag line promises: “We have a better image for Latin people.”
See the other stereotypes depicted in the slide show above.JB