As one of the largest US providers, United Healthcare covers every cultural territory. But one of their most reliable resources was getting lost in translation.

Our objective: Break the barrier between Spanish-speaking customers and the support team trusted to take their calls.

To activate a multi-generational audience—with emphasis on adult children to 60+ family members—we connected the brand to simple reminders of our most meaningful phone calls.

Not always “serious.” Sometimes silly, even shady. That feeling of connection comes with ideas and expressions that only work in Spanish.