UPS Latin & Hispanic-Owned

Did you know that Latinas are the fastest growing sector of U.S small businesses? They are a powerhouse group within our economy, and for the latest Proudly Unstoppable campaign, UPS wanted to give them their flowers. We created a campaign celebrating Jefas with a spot that included three real life small businesses. Then, we worked with a Latina illustrator to create a special edition UPS box that paid homage to this group. Behind the scenes, we also wanted to be as inclusive as possible — hiring Jefa-owned production company with a Latina co-director at the helm. Here’s to all the Jefas in the world!

Agency | The martin agency

Group Creative Director | Alberto orte

Creative Director | Frederick Nduna

Copywriter | Hope thomas

Art Director | MJ cuyan

We worked with Mar Figueroa to create the key illustration for the campaign that was used on the box. Here’s a description of the piece in her own words: “In *La Montaña,* the heroine stands at a colossal scale – ready,” Mar said. "She’s an embodiment of the awe-inspiring **aspirations**, **entrepreneurship and workforce** connected to the **Latin American community**. I hope that when people experience this campaign, they **feel celebrated for their journey** or **inspired to take the first step**.”

To truly celebrate this group, it was important to us that we included three Latina entrepreneurs with a diverse range of businesses in this spot. Here are the three Jefas, go check out their links to help support them. I’m so grateful for their willingness to be a part of this, and if anything, hoped that this exposure to their business would help them on their journey.

Bomba Curls by LuLu Cordero
El Cholo’s Kid by Daisy Romero
Selva Negra by Kristen Gonzalez