Description
In Latin America, salt means more than flavor—it means bad luck. Especially in sports, where saying something nice about a player before a play is believed to jinx them. Locally, we call that “salar.”
That’s why salt brands usually stay far away from sports. But Cris-Sal did the opposite. It teamed up with Ecuador’s top commentators to sneak compliments about rival players into live radio broadcasts—right before big plays. Turning every “nice word” into a secret jinx. And salt, into Ecuador’s most unexpected advantage.
This professional campaign titled 'Unlucky Mentions' was published in Ecuador in May, 2025. It was created for the brand: Cris-Sal, by ad agency: Paradais DDB. This Audio medium campaign is related to the Food industry and contains 1 media asset. It was submitted 1 day ago by Creative Director: José Reinoso of Paradais DDB.
Credits
Chief Marketing Officer: Sandra Terranova
Brand Managers: Daniela Arbelaez - Patricio García
Chief Creative Officer: Agustín Febres-Cordero
Chief Strategy Officer: Ricardo Medina
Chief Growth Officer: María José Pastor
Account Director: Denisse Briones
Head of Art: Byron Poveda - Daniel Gabela
Executive Creative Directors: José Serrano - José Reinoso
Creative Directors: Eduardo Hernández - Gabriela Ortiz
Art Director: Sebastián Pulla
Copywriter: Melissa García
Graphic Designer: Daniel Aucancela - Doménica Montecé
Content Manager: Nathalie Hill
Account Executive: David Valdez
Editor in Chief: Christopher Valdiviezo
Editor: William García