Cenon Advincula

IW Group is an integrated multicultural advertising agency that creates innovative brand experiences powered by cultural insights. It has recently been named the 2021 Multicultural Agency of the Year by Advertising Age.

After being perceived as a safe, comfortable car brand, Lexus was seeking to make an emotional connection to a younger and more diverse demographic. Through targeted broadcast, digital and experiential events, we developed exciting content that matched their new line-up of design and performance-oriented cars.

As the leader in the fast food business, McDonald’s continuously reaches out to new and existing fans with their advertising and communications. Whether you’re Asian, gay, straight, young or not, all are welcome at the Golden Arches.

Once synonymous with effortless style, Jaguar had lost some of its swagger. Beginning with the award-winning “Gorgeous” campaign, the iconic car company began to regain its status as a cool luxury automotive brand. As part of the global account, every media touchpoint from broadcast to digital to print to was revamped.

We started the #WashTheHate campaign to bring awareness to the rising violence against Asian-Americans during the Covid-19 pandemic. Actors like Tzi Ma (Mulan, The Farewell) filmed themselves washing their hands as they spoke about the rise of anti-Asian discrimination. The campaign was picked up by Good Morning America, The Associated Press as well as other outlets.

Tired of being thought of as just a "hook up app," Grindr expanded its family of brands to include an LGBTQ magazine, brand partnerships, and its own gay-themed set of emojis. Through diverse representation, cheeky humor, and fresh imagery, the new Grindr brands resonated with a larger, more youthful demographic.

Under new management, the Dodgers wanted to signal a complete break
from the past. As the agency of record, we launched two 360 campaigns that breathed new life into the storied franchise.

An all-American staple, Ritz was seen as the frumpy choice at the food table. But with the award-winning "Open for Fun" campaign, Ritz suddenly became the rock-star cracker that was up for anything.

To hire the best and brightest, Intel launched the "Amazing Works Here" global campaign. It helped reposition Intel as an innovative company at the forefront of technology.

With a distinctive French heritage, LU successfully completed its transformation from a venerated brand into a modern, fashionable one with the tagline, “A chic little biscuit.”

Evian had the challenge of launching a premium water into a crowded field.
This campaign emphasized the purity of the water and elevated the new decanter to skyscraper status.

To expand its Latina market, we engaged Salma Hayek to launch Avon's superFull eyelash brush.

Seen as the closet for grande dames, Oscar de la Renta desperately needed a makeover. With modern, sexy photography and branding, Oscar captured a younger well-heeled set that became acquainted with his timeless elegance.

To capitalize on the momentum of the US Soccer team at the 2014 World Cup, Degree partnered with US captain, Clint Dempsey, for its "Do:More" campaign. We built a digital campaign to engage US soccer fans, encouraging them to cheer on the underdogs and enter to win a chance to be the 12th man in Brazil.

As part of a winning pitch for Wells Fargo, we developed a campaign called "WE + ME" that emphasized the strong ties the bank has with local LGBT communities.

“Freedom of Choice” is the introductory ad campaign from Donuts Inc., the largest registry of not-com options such as “.COFFEE” and “.FLORIST”. This brand video highlights the breadth of choices available in Internet naming and is appropriately set to Devo's hit track, "Freedom of Choice."

Mana, a private label manufacturer of many of the world's most prestigious cosmetics, wanted to step out from the shadows. With a brand refresh, Mana showed off its high-quality ingredients and rigorous processes in a fresh way.

Profound engaged us to redesign and rebrand their entire haircare line from shampoos and conditioners to styling products. The packaging and advertising served the dual purpose of being informative and luxurious.

Cantu Beauty, an ethnic haircare line, needed a complete overhaul of its brand. By teaming up with world-famous beauty photographer, Marc Baptiste, Cantu reinvented its image with a modern, youthful campaign encouraging women to share what it means to “Be Your Own Beautiful.”

A selection of branding work