Under the spotlight of the 2016 Latin Music Billboard Awards, “Lúcete a Tu Manera” was created – a national campaign that celebrates individual beauty and self-expression.

The initiative features Latinas across a variety of ages, shapes, and cultural backgrounds, and is designed to encourage and inspire Target guests to show off, their way!

The 3 TV spots, featuring TV personalities, social influencers, and even an EGOT, debuted one by one during the 2016 Billboard Latin Music Awards show.

As part of Target’s social efforts, a Dubsmash partnership kicked off a month before the Latin Billboard Awards. It encouraged users to show off, their own way, while lip syncing to the song “Soy Yo”, and then sharing on Instagram. The result: a user generated commercial, the first of its kind!

Here are some articles written about the campaign: 

People en Español : READ 

Advertising Age : READ

Univision : READ