Jonah dreams of being able to fly away from his life in the housing commission. But after an encounter at the local skate park, he finds his wings in an unexpected way.
AdAge's "Why Marketers Should Care About a Mexican Kid Falling Into a Stream" really resonated with me this morning. Immediately, it had me thinking of about magical realism's power in telling a brand story. Its as if Juan Carlos Onetti was the writer behind "La caída de Edgar"...uno de sus cuentos.
Joe Kutchera, the author of "Latino Link: Building Brands Online With Hispanic Communities and Content," is convinced that targeting Hispanics online is no longer possible without building -- and maintaining -- a continuous relationship with consumers on social networks. Perhaps that is why Kutchera, a former Time Warner executive, loves to tell the story of Gamesa, a PepsiCo-owned company that turned a viral sensation into its own advertising pitch in Mexico.
I've viewed the digital marketing realm as ripe for telling new stories to tell for quite some time now...Edgar's story should serve as a creative springboard.
Kutchera, who is already working on a second book (or perhaps a "vook," a "video book") is confident there will be plenty more stories to tell, and not all about falling kids and cookie heroes.
"Latino Link: Building Brands Online With Hispanic Communities and Content"
Last week I attended the Bordo Bello Skateboard Art Aution hosted by AIGA Colorado. A friend of mine, Beard Puncher, submitted a great examle of a pop cultural mash-up. It has a hint magical-realism behind it even. The concept was to take the He-Man character and re-tell his story through a cultural lense. We had some good laughs on where you could take the idea...Brilliant!
You can check out the Denver Egotist for more photos.
