We opted for a disruptive and unexpected approach: repurposing an underutilized delivery truck owned by FCE, transforming it into a mobile art piece, and initiating a traveling reading program. For the artistic intervention, we collaborated with Liz Hernández, a Latino artist based in San Francisco known for her work emphasizing the importance of mother tongue and storytelling.
STRATEGY AND SOLUTION
The project aimed to devise a creative solution to encourage and promote Spanish language reading within Hispanic communities across the United States.
OBJECTIVES
FCE USA, a subsidiary of FCE with limited marketing budgets, faced low recognition in the U.S. as the Hispanic reader market is shrinking. This decline is largely due to third-generation Hispanic youths, typically children of migrants, not adopting Spanish. Initially, the client considered only a social media campaign.
CHALLENGE
A detailed action plan was developed for the truck’s intervention and activation. We engaged various Latino artists whose work resonated with FCE's mission, managed the truck’s artistic makeover, established the program's identity, and facilitated the collaboration between the artist and FCE. Additionally, a documentary capturing the process was produced to enhance visibility through social media.
IMPLEMENTATION
FEATURED IN
RESULTS
Revitalization of an unused FCE asset
Successful reach of over 50 Hispanic communities across the U.S.
Facilitated access to Spanish literature for thousands of individuals
Significant boost to FCE’s brand recognition and presence in the U.S.
CLIENT IMPACT
By transforming a delivery truck into a mobile library and art installation, the Book Truck effectively increased Fondo de Cultura Economica USA’s visibility and community engagement, enhancing its role in promoting Spanish literature and cultural heritage across the U.S.
We learned that common solutions are not always the best. Approaching client issues holistically can uncover unexpected solutions, sometimes found in forgotten places like a garage.
LESSONS LEARNED
"This project can transform how we connect with communities, bringing Spanish literature right to their doorstep and enriching cultural engagement."
Gabriela Uribe
General Manager Fondo de Cultura USA
External credits: Liz Hernández, Art / Cole Solinger & Damian Treviño, Installation