From finding consistent compensation to having the ability to secure resources, pursuing a passion as a viable career can be a significant challenge, especially for the Latinx community.
To address this, beer brand Estrella Jalisco launched its “Vive Tu Estrella” campaign aimed at providing the resources needed for a career opportunity. To lead the campaign, the brand introduced its Vive Tu Estrella grant, which gives $100k to empower one Latinx person to pursue their true passion and dream career. For the effort, Estrella Jalisco partnered with the Hispanic Alliance for Career Enhancement (HACE), a national nonprofit dedicated to the employment, development and advancement of current and aspiring Latino professionals.
The brand released 6-, 15- and 30-second spots that spotlight people who dare to “live their star” by being true to who they are. In a collection of powerful scenes featuring Mexican Americans—including sonidero dancers and members of trokiando culture—a merge between culture and identity can be seen as those who are living their authentic selves are celebrating opportunities.
“The goal and the mission of the grant with Estrella and HACE, there was an alignment there, in that we want to create these opportunities. To create these ideas and a place that dreams can happen and can come true that can change someone’s life,” Kimberly Gutierrez, director of leadership programs at HACE, told Adweek. “You know that within the Latinx community when one of us rises, all of us rise and what Estrella is doing for one person is what we want for our entire community.”
Investing in the pipeline
The definition of the American Dream has changed over time for Latinos. As the pandemic and political unrest continue to leave an impact on the community, many are left with jobs that have taken a toll on their mental, physical and financial health. According to HACE, that impact has left the Latinx community in a crucial need for change and resources.
“We firmly believe in having voices at the table and having that diversity in leadership and we would love if more organizations would get involved in the pipeline,” Gutierrez told Adweek. “Because having opportunities like this, where we are looking to create spaces where Latinos can thrive, can hopefully eliminate some of the gaps in resources that we have seen. Dreams matter, opportunities matter and sometimes it’s just one opportunity that we need. We all have that person or opportunity that came into our lives and changed us.”
If you want to apply for the Vive Tu Estrella grant, you can follow the brand on social media and tell it the dream you would pursue in one sentence (and using hashtag #ViveTuEstrella) for a chance to win the $100k grant to pursue your passion. You can also watch the spot on the brand’s YouTube channel.
