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I was walking around the Wynwood building, looking for a good angle to take a picture of its amazing design.I pulled out my iPhone to shootand I realized that, just at that moment, there was a woman passing by, between the building and me. Then I noticed that somehow her dress matched the background. She was totally unaware that I was there. I stayed as stealthy as I could, and managed to click several times hoping to catch it. But afterwards I couldn’t stop thinking about it. The building was designed to stand out. The woman dressed to stand out too. And then, in front of my eyes, they stood out in a way that neither the architect nor the woman could even dream of. The building and the dress blended in, as if disappearing into each other. It was like a vision to me. An instant of wisdom triggered by a disappearing act. A sort of camouflage moment that, paradoxically, happened to reveal something new. I wonder how many times things like these happen everyday. And at how many levels. We could think of reality as a series of switching layers that constantly move, veiling and unveiling truths. It seems that timing and context can provide great opportunities. But we have to be able to see them. This is true both for a stealthy photographer and for an inconspicuous planner. That’s why I keep this photograph handy. To remind me to be alert, aware. Inconspicuous but conscious. Ready to uncover human truths and opportunities for brands. Making apparent what is hidden in plain sight, somewhere in the middle of what we call life.
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DOLPHIN MALL CASE STUDY Our goal: to capture consumer attention and increase traffic. We started the process by observing that the mall is strategically located in relation to Miami’s International Airport. There’s even a free shuttle service included! We then discovered that the mall has a lot of similarities with airports - the layout is very easy to navigate, the aisles are extremely spacious and there are even cart dispensers (SmarteCarte) like the ones we see in airports across the US. While watching how customers behaved, we also saw that lots of shoppers were pushing luggage around the store, putting their purchases in them instead of using shopping bags. Among the 240 outlet stores, some in particular caught our attention: electronics, luggage and a furniture store with a big “We export” sign in the window. These are the kind of shops that cater to an international clientele. While doing one-on-ones with foreign tourists, we concluded that they were mostly from Latin America, and that for them; the shopping experience was a big part of their reason for visiting Miami. This helped us define who we wanted to reach with our campaign efforts: Latin American travelers between the ages of 24-35 (couples, friends, members of multigenerational families). Since most of the products they can purchase here are non-existent or too expensive in their countries, they arrive in Miami with a big wish list. This observation led to our insight: “They carry an empty suitcase in their minds”. They pack light when coming here and return “loaded up with excess baggage”; a behavior captured in our strategy which is “Excess made accessible.” And the creative idea became “Your suitcase is your shopping bag.”
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JAMAICA Case Study When asked to increase annual travel to Jamaica, we looked at the competition and found that all the other places in the Caribbean were selling slices of paradise -beautiful beaches, plenty of sun and palm trees. Through our research, we found that Jamaica has more to offer than just paradise. And then we hit pay dirt: an active target that craves exciting experiences rather than passive pictures of paradise! Made up of people who are more open to the unplanned, the unexpected. So we decided to follow them down that path to see where it could lead us. We found that Jamaicans are one of the most inspiring, yet unusual people in the world. A people that managed to put their country on the map, transforming it into a small island with global influence. After all, for decades Jamaicans have influenced and inspired other cultures with their music, their philosophy and their lifestyle. The Marley family, for example, has been spreading a life philosophy through music and poetry (Love the life you live. Live the life you love). For them this is absolutely normal. Who but Jamaicans could dream of putting together a bobsled team to represent a tropical country? An idea so out of the box that it inspired a Hollywood movie based on this true story. For them, this is absolutely normal. Our strategy then, was to shift the perception of Jamaica vacation brand from just another plain vanilla paradise to the place for out of the ordinary cultural experiences - Jamaica is a crazy kind of normal. And the creative idea became: It’s not crazy. It’s Jamaican.
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EXPERIENCE
ENRIQUE AHUMADA
- STRATEGIC PLANNER
310 918 5848 • enahumada@yahoo.com 2013 – 2006 Conill/Saatchi & Saatchi – Creative Director - Toyota, T-Mobile, Continental Airlines. 2006 – 2005 Grupo Gallegos – Creative Copywriter - Mitsubishi, Comcast Digital Cable, Bally Total Fitness, Coldwell Bankers Real Estate, The Getty Center, McCormick, Tecate, Energizer, Fruit of the Loom, Red Lobster, Tortillas Mision, and Downey Savings. 2005 - 2000 Mad About Ads - Creative Copywriter - Financial Partners Credit Union, Nong Shim Bowl Noodle Soup, Telscape, Universal Studios Hollywood, Tiger Sport Energy Bar, Latin Trust, Arby’s, Honda, Verizon Wireless, Washington Mutual, McDonalds, Telefutura, Safeway/Dominick’s, AT&T Broadband, Cable Pool and Cox Cable, California Department of Consumer Affairs, Viejas Casino, Soak City, Lions Gate, Baby Touch, Mike’s Hard Lemonade. 2000 – 1997 Graffiti DMB&B - Creative Director - Ariel/Tide, Always, Pampers. (Argentina, Mexico and Venezuela). 1997 – 1986 Box Populi – Creative and Planning Director - Diners Club, Citibank, Microsoft, James Smart, Serengeti Eyewear, German Hospital, Ciba-Geigy, JD Edwards, The Image Bank, Pictor Image Bank, Quetzal Sterilization Systems, ICI Seeds, Net Alarm, Generali Insurance Co, Pirelli, Search/Wackenhut. Awards 2014 Derek Parkin Award, Account Planners Boot Camp, Miami Ad School. 2007 Advertising Age Best TV Campaign, “Camry-ality,” Toyota Camry 2002 Creativity 32, Gold Medal, TV spot “Ménage à Trois,” Tiger Sport Energy Bar 2001 New York Festival, Finalist, TV spot “Ménage à Trois,” Tiger Sport Energy Bar 2002 Telly Awards, Bronze, TV spot, Baby Touch diapers. 2002 SummitAwards, Bronze, TV spot, Viejas Casino. Education Miami Ad School, Account Planning Boot Camp UCLA Extension Los Angeles Center of Photography Law School, University Of Buenos Aires Literature, University Of Buenos Aires