Global HQ had a tagline. a Good one. Win from within - deep, powerful and completely unpronounceable in spanish.

I went to global and made the case: the Latin American market wasn't connecting with it. The concept didn't translate — not linguistically, not culturally. The answer was no. The campaign would run as is, worldwide.

so I changed the question.

Instead of translating the tagline, we let athletes, communicators, actors, and cultural figures answer it in their own words. Mini-documentaries. Real people explaining what winning from within meant to them.

Six months of continuous campaign. Enough proof that global approved the translation: Gana desde adentro.

By then, everything had already been said.