Silver
Award
The Lost Names
Toyota
United States
2025
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Entrant Company
Conill Saatchi&Saatchi
Entry Type
Product/Service
Program
Clio Sports 2025
Medium Type
Professional
Medium
Fan Engagement
Category
Partnerships & Sponsorships
“Lost Names” sparked a powerful movement to restore Latino identity in the NFL. By encouraging Hispanic players and fans to reclaim their full last names, Toyota turned a simple jersey into a bold statement of pride and heritage. What began with Christian Gonzalez grew into a league-wide celebration of culture—honoring legacy and identity at a time when Latino culture is being challenged in the U.S.
Credits
Advertising Agency
Conill Saatchi&Saatchi
El Segundo
Client
Toyota Motor North America, U.S.A., Inc.
Dallas
Advertising Agency
Conill Saatchi&Saatchi
El Segundo
Advertising Agency
Conill Saatchi&Saatchi
El Segundo
Advertising Agency
Conill Saatchi&Saatchi
El Segundo
Advertising Agency
Conill Saatchi&Saatchi
El Segundo
Production Company
JAW Productions
Los Angeles
Post Production Company
M4CIZO STUDIOS
Los Angeles
Music Company
Agosto Music
New York
Chief Creative Officer
Veronica Elizondo
Conill Saatchi&Saachi
Executive Creative Director
Sebastian Garin
Conill Saatchi&Saatchi
Creative Director
Mauricio Macias
Conill Saatchi&Saatchi
ACD Copywriter
Nicolas Soto
Conill Saatchi&Saatchi
Senior Art Director
Pedro Salazar
Conill Saatchi&Saatchi
Senior Copywriter
Daniel Kapilivsky
Conill Saatchi&Saatchi
Creative Services Manager
Nora Puig de la Bellacasa
Conill Saatchi&Saatchi
Director of Production
Carlos Barciela
Conill Saatchi&Saatchi
Associate Social Director
Tricia Barreiro
Conill Saatchi&Saatchi
Senior Social Producer
Jessica Garcia
Conill Saatchi&Saatchi
President
Ana Rodriguez
Conill Saatchi&Saatchi
Managing Director
Anabel Ordonez
Conill Saatchi&Saatchi
Group Account Directo
Dora Owens
Conill Saatchi&Saatchi
Account Coordinator
Nicole Salas
Conill Saatchi&Saatchi
SVP/Director of Team, Content and Platform Mobilization
Sandy Mayer
Conill Saatchi&Saatchi
Project Manager
Jacob Munoz
Conill Saatchi&Saatchi
VP, Media Director
Diana Stumvoll
Conill Saatchi&Saatchi
Group Media Director
William Formeca
Conill Saatchi&Saatchi
Media Director
Ryan Gallacher
Conill Saatchi&Saatchi
Associate Media Director
Nancy Bueno-Shoats
Conill Saatchi&Saatchi
Senior Media Supervisor
Olivia Zaldivar
Conill Saatchi&Saatchi
Media Planner
Daisy Barraza
Conill Saatchi&Saatchi
Chief Strategy Officer
Laura Semple
Conill Saatchi&Saatchi
Planning Director
Caroline Hayward
Conill Saatchi&Saatchi
SVP, Chief Communications Officer
Chris Traina
Conill Saatchi&Saatchi
Director of Public Relations
Delia Lopez
Conill Saatchi&Saatchi
VP, Director of Business Affairs
Valentina Dostal
Conill Saatchi&Saatchi
Business Affairs Supervisor
Linda Flores
Conill Saatchi&Saatchi
Director of Sports & Entertainment
Carlene Rowe
Conill Saatchi&Saatchi
Management Supervisor Sports & Entertainment
Cole Ashby McCutcheon
Conill Saatchi&Saatchi
Social Content Manager
Ericka Suarez
Conill Saatchi&Saatchi
Social Content Management Supervisor
Kevin Fernandez
Conill Saatchi&Saatchi
Social Content Supervisor
Maria Garcia
Conill Saatchi&Saatchi
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