HP: Reinvent Mindsets #LatinoJobs by Alma

Agency: Alma
Client: HP
Date: Apr 2018
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HP has been up front about its push for diversity and inclusion, especially as it pertains to its work force. That push is expanded with the company’s latest edition of its Reinvent Mindsets campaign, addressing the Latino community.

Like the previous Reinvent Mindsets films – the first speaking to African-Americans, the second to women and the third addressing the LGBTQ community – #LatinoJobs sets its sights on the stereotypes that the Latino culture faces and opens minds by showing that an entire community cannot be pigeonholed.

Filmed in Dallas, but meant to represent any city in the US, the film starts by interviewing people on the street, asking them bluntly, “What are Latino jobs?” The answers all fit stereotypes: building fences, janitorial, construction, roofers and lawn mowers. One woman event honestly says, “jobs that don’t require a high level of education.”

The questions then turn to a varied group of Latino professionals. They are asked what jobs they actually do, and the answers are as diverse as they are: “thermal engineer,” “software consultant,” and “bilingual media professional.” Then, the selected Latinos interviewed get to expand on their answers, stating “there’s no such thing as a Latino job,” and “I think a Latino job is anything a Latino wants.” They go on to state their college degrees in majors such as politics, neuroscience and international business.

Chief legal officer at HP, Kim Rivera, closes out the video by stating: “Help us reinvent what a Latino job means by being a part the change.” It ends with a call for recruitment, as the others have, with “HP is hiring, and talent is our only criteria."

Credits

Agency: Alma

Luis Miguel Messianu – Creative Chairman, CEO

Isaac Mizrahi – Co-President, Chief Operating Officer

Alvar Suñol – Co-President, Chief Creative Officer

Angela Battistini – SVP Account Services

Carola Chaurero - New Business Director

Iu La Lueta - ECD of Content

Beatriz Torres - Creative Director

Arthur Amiune - Art Director

Rafael Sanchez - Integrated Producer

Collaboration

Ali Alvarez - Director

Carol Eannace – Producer

HP Leaders

Antonio Lucio, Chief Marketing Officer

Kim Rivera, Chief Legal Counsel

Lesley Slaton Brown, Chief Diversity Officer

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