ALE OSZUST

Challenge: In a world flooded with information and health wearables, the diagnosis is clear: a lack of trust in health institutions. Insight: The more you see, the less you know. Self-diagnosis, social media, health gurus and, for Hispanics, family and traditional remedies on top of it all. Taking care of your health can become a horror movie. Idea: Make your fears go away with one click in the right place.

Challenge: DoorDash sponsored LAFC but couldn't deliver inside the stadium because of on-site vendor deals. How do you build a real bond with fans anyway? Insight: In soccer, Jersey’s number is more than a number. The 10 is an icon. The 9 owns an attitude. Idea: A promo built on jersey numbers, giving fans more reasons to cheer for their favorite players.

Challenge: iOS vs. Android breaks the messaging experience. How do you get both sides to see why WhatsApp is better? Insight: Group chats are where the new rules of intimacy are being written, where people feel safe to say what they think. Idea: WhatsApp as the canvas for your group's unspoken language: emojis, memes, GIFs, voice and video, on any phone.

Challenge: The full-size truck category belongs to American icons. How does a foreign brand stand out without the obvious "hard work" clichés? Insight: For Hispanic "humble heroes," a truck is more than a tool. It's how they leave a mark, strengthen their community, and build a legacy that defies assumptions. Idea: The toughest job a truck can do is help someone in need. We showed Tundra owners using their trucks to show up for their community, and the reward wasn't a trophy, just a double tap on the truck when the job was done.

Challenge: Sponsoring soccer can look like supporting Hispanic communities while really just grabbing their attention. Can a brand support them for real? Insight: If it's really about support, the best thing you can do is make them famous. Idea: Tundra "towed" its Gold Cup media placements and gave them to Hispanic small businesses.

Challenge: Toyota leads with Tacoma, but full-size trucks are harder. Tundra had proven its capability without winning Latino hearts. Insight: Specs speak to the brain, not the heart. The most powerful tool is the one that makes the impossible possible. Idea: Fans couldn't go back to the Azteca, so Tundra brought the Azteca to them, towing its original bleachers across the border.

Challenge: Everyone knows the taste of McDonald's, and that comes with a low-quality perception. How do you get a new burger judged by its taste, not its name? Insight: The moment you walk into a McDonald's, you think you know what to expect. Idea: Take McDonald's outside a McDonald's.

Challenge: Blenders all look the same, so people choose on price. How do you shift the conversation to results? Insight: Smoothies are judged by taste and texture, but other senses can prove power more vividly. Idea: We created new fruits that didn't exist and sold them at a farmers market. Each one was the result of two fruits blended by Philips.