Wednesday, May 5, 2010

A Tour of Washington Heights

On Friday, April 23rd, Tatiana and Mark went up to Washington Heights to visit the Contemporary Latin American Art Space of the Heights (CLASH) building that is under construction and to take a guided tour of Washington Heights with Moises Perez and Michelle Morazan.

First, they visited the CLASH building -- a six-story, 46,000 square foot, three-sided structure.

Here is the entry way on the main floor:

The second floor will feature a performance hall where Latin American musicians will perform to an audience of up to 250 people:

On the third floor, a world-class art gallery will exhibit contemporary Latin American art to a diverse and international audience:

The view from the sixth floor provides a panorama of the island of Manhattan.

Following our visit to the CLASH building, Moises guided us on a fascinating tour of Washington Heights, where we saw such historic sites as: The Audobon Ballroom -- home of the Malcolm X Memorial; the Morris-Jumel Mansion -- Manhattan's oldest house;

the Dyckman House -- Manhattan's oldest remaining farmhouse; the Hispanic Society of America -- featuring works of art my El Greco, Goya, and Velázquez;

Fort Tryon Park -- a beautiful public park that overlooks the Hudson River;

the Trinity Church Cemetery -- were naturalist John James Audobon (a Hatian by birth) is buried;

The Cloisters -- a branch of The Metropolitan Museum of Art dedicated to Medieval art and featuring the famous Unicorn Tapestries; and the former sites of the Polo Grounds, where the New York Giants played baseball, and Hilltop Park, where the New York Highlanders (Yankees) played baseball.

Touring Washington Heights was an eye-opening experience, as Northern Manhattan is "out of the spotlight" and is not a common destination point for tourists. Greencard is excited to helping bring tourism and economic growth to this beautiful area of Manhattan.

Friday, April 30, 2010

An Origomu Earth Day

On Thursday, April 22nd, Greencard was invited to participate in BBDO's special Earth Day exhibit: "Repurpose: The Fourth R." The exhibit featured a display about Origomu, which included a giant poster designed by John and Maureen and three six-pack ring necklaces made by Tatiana.


Since the Greencard offices are located in the BBDO building, Tatiana used on-site recycled materials provided by Alberto (six-pack rings from the vending machines) and Peter (Starbucks coffee bags from the various kitchens throughout the building).

(photo by Claudia Rose)

The festivities opened with a brief speech by Doug Alligood, Chairman of the BBDO Diversity Council, following which everyone was able to walk around and view the displays and interact with the artists.


People were fascinated with the six-pack ring necklaces and eager to understand how something so common could be made to look so beautiful.


Judging by the plethora of snacks, drinks, and friendly conversation, the event was a great success.


In connection with the exhibit, on Monday, April 26, Tatiana held an Origomu lunchtime workshop for BBDO employees. Ten people filled a conference room and had a great time learning the basics of Origomu.


One person who was already specialized in a variety of crafts wanted to add Origomu to her pallete, while another person who didn't consider herself to be crafty at all was still interested in learning the technique. It seems that Origomu has a broad appeal, much like the soda pop the rings are made to carry!

Many thanks to Candace Majedi and JD Michaels, members of the diversity council, who invited us to be part of the exhibit and who organized the event.

Monday, March 29, 2010

Goya Goes Greencard

We are proud to announce that the largest Latino company in the United States has assigned Greencard Creative part of its below the line efforts. During 2010, we will be responsible for Goya's reputation in the point of sale world. This is an excellent opportunity for us to use the power of design to strengthen Goya's relationship with contemporary American Latinos.

Greencard Creative Certified by Women's Business Enterprise National Council (WBENC)


In January, Greencard Creative was officially certified by the Women's Business Enterprise National Council. This is excellent news since WBENC is "the largest third-party certifier of businesses owned, controlled, and operated by women in the United States" and is also "the nation's leading advocate of women-owned businesses as suppliers to America's corporations."

Origomu Plays Role in "Laramie Project" at Manhattan East


On March 25th, an Origomu fence was featured on the set of The Laramie Project, a play performed by the Manhattan East School for Arts and Academics. Tatiana volunteered to make the fence and her husband, Alberto, helped in the construction of this 15-footlong work of art (see below).


Tom Jones, co-director of the play, explained the symbolism of using an Origomu fence for this play. “[Tatiana's] project is such an expression of hope and beauty; she takes something ugly and pointless, that causes more harm than good, and she reuses it and reclaims it as an objet d'art. It mirrors what Kaufman was doing with Laramie. Both the play and the fence convey the idea that life is always both--profane and sacred, crude and elegant, ‘filthy’ and ‘gorgeous’ (like the Scissor Sisters song). I thank her so much for offering her involvement.”


In addition to its usage in set design, Origomu was recently adopted by the New York City Department of Education as an art program for K-12 students, resulting in works of art to be exhibited at art museums in New York City. On April 1st, Tatiana will be a judge in the 2010 Senior Jewelry Critique at Pratt Institute. Beginning May 25th, Origomu will be featured in the exhibit, "Eco-Fashion: Going Green," at the Museum at FIT's Fashion History Gallery. Later in June, the Museum at FIT will also host an Origomu workshop.


We're all very excited about the growth of the Origomu movement and hope you'll join us in this effort to change the world with our own hands.

Monday, November 2, 2009

We are in Adage


Despite Recession, Startup Hispanic Endeavors Grow

By Laurel Wentz

Published: November 02, 2009

NEW YORK (AdAge.com) -- Despite the tough economy, new U.S. Hispanic ventures keep opening, and established agencies are raiding general-market shops to build up expertise in areas the Hispanic market still lacks, such as digital.

GREENCARD CREATIVE: Planner Tatiana Pages (r.), sibling at Dominican Republic agency Pages BBDO, has started her own New York shop with John Castrillion.

Tatiana Pages, a planner and one of five siblings from the Pages family that runs the Dominican Republic's top agency Pages BBDO, has opened her own New York agency along with Creative Director John Castrillion. The agency, Greencard Creative, is aimed at American Latinos.

Ms. Pages was at BBDO until early this year as a group planning director-Hispanic. She worked with U.S. and Latin American offices, and clients like Gallo and Campbell's, to identify U.S. Hispanic opportunities.

CNN's 'Latino in America' Leaves Much to Be Desired

Immigrant Experience, Negative Stereotypes Dominate Soledad O'Brien's Latest Doc
by Victor Paredes on 10.27.09 @ 10:32 AM

When I learned that Soledad O'Brien was working on "Latino in America," a two-part documentary series that aired last week on CNN, I was absolutely thrilled about the perspective that a second-generation Latina could bring to the media's depiction of Latino life in the U.S. The feature stories released on the series' companion website prior to the broadcast were thoughtful, taking on subjects like Latino identity and Latino impact on U.S. culture. I was eager to see the growing influence of Latinos in the U.S. through the stories of the "Garcias" -- the title of the first installment, and now the sixth most common last name in the U.S. In short, I expected the series to be a thorough, nuanced and provocative narrative about being Latino in America.

But as each segment unfolded during the Wednesday night premiere, I felt like I was watching a two-part special on immigration presented by Lou Dobbs. A more suitable title would have been, "CNN Presents: Undocumented in America." The documentary focused almost exclusively on the undocumented immigrant experience and its corresponding challenges. While there were a few instances of merit, I was disappointed by the lack of coverage of the successes of many Latinos, biculturalism, second-generation Latinos born in the U.S. and on the overall impact of Latinos on mainstream U.S. culture.

I am compelled to acknowledge some of the merits of the work in the hopes of encouraging a sequel. A brief spotlight on Lorena Garcia, the Venezuelan-born celebrity chef with a weekly segment on Univision's morning show, "Despierta America," demonstrated the entrepreneurial spirit of Latinos in the U.S. During the profile, O'Brien reveals that "Despierta America" has more viewers than all the other major network morning shows combined. Later in the program, Ms. O'Brien's profiles a Dominican-Puerto Rican family living in Charlotte, N.C., and many Central Americans, helping to demonstrate the diversity of the U.S. Latino population. I was pleased to see Ms. O'Brien reaching out to Latino social and public service representatives as well, emphasizing Latinos' involvement in their communities.

Despite these small merits, my overall grade for this documentary is incomplete and unsatisfactory. In fact, most of the recent endeavors by major networks on the subject of Latinos in America have failed. "Latino in America" is incomplete because it ignores major Latino socio-demographic dynamics. It's unsatisfactory because it perpetuates a negative stereotypical depiction of Latinos in the U.S. While our (Latino) community is indeed troubled by many of the challenges Ms. O'Brien explores, it is unacceptable to paint that as the exclusive image of Latinos. Frankly, I expected better from Ms. O'Brien.

CNN's documentary also falls short on the cultural front. Being Latino in the U.S. means juggling your heritage while participating in broader American traditions. It means a U.S. education and a Latino upbringing, loving soccer but embracing American football, taking pride in your heritage but aspiring to "Made in the USA."

Although the immigrant experience is a major aspect of Latino life in the U.S., many other socio-demographic nuances drive our evolution. By the year 2020, U.S.-born Latinos will outnumber foreign-born Latinos. Nearly two-thirds of the Latino population is bilingual. Latino-owned small businesses have more than quintupled since the '80s; today, more than 3 million are generating nearly $400 billion in revenue. Ms. O'Brien explores none of these statistics.

While the Lou Dobbs of the world love to focus on how undocumented immigrants apparently abuse the system, the presence of many foreigners in the U.S. actually has forged whole new industries and economic ecosystems. Today in the U.S. you can find products such as Malbec or Guitig imported from many Latin American countries. The distribution and sale of these items in the U.S. creates jobs, new businesses and investments. Who's telling that story? Lou Dobbs won't, but I dare to dream that Soledad O'Brien might.

In closing, I ask Soledad O'Brien to finish what she started. I truly would like to see CNN greenlight a "Latino in America 2," as they did following viewer response to "Black in America," which first aired in 2008. I hope Ms. O'Brien will cover all the important, untapped topics that can help this country fully understand the U.S. Latino experience and to embrace it as a genuine American experience that will help mold the future of this nation.

Friday, October 9, 2009

Print Campaign Preview

The following is a preview of the print campaign developed by us for our client Partnership for a Drug-free America. The campaign will be running in the next weeks.





Wednesday, August 12, 2009

Latest TV Spot of our Creative Director

This is the last TV spot created by our Creative Director John Castrillon in his former agency.
It was a proactive idea for P&G to help one of their biggest brands to connect with a younger single urban target...a segment not considered before.
John took this initiative because he also believes that this is not about hispanics, but about American Latinos and the segments that coexist among them. Such as this more urban segment.
..."well, and that's why he was hired by Greencard Creative".

Monday, August 10, 2009

Do you know what our CEO is doing after work?

In the advertising industry, it is not common to find a CEO with artistic skills and a high aesthetic sense. Ours is a rare specimen. Tatiana Pages is not only Chairman of Greencard Creative, but a great jewelry designer. She is the brain behind LAIO. A Jewelry Brand based in New York. www.laoiart.com. Do the math: an Agency firmly committed to aesthetics with a Planner and Jewelry designer as CEO.
(for details of her next exhibit, click on the invitation below).

Model: Bethlehem Desta. Photographer: Tomas Reyes artipolis.com/tomasreyes




Friday, August 7, 2009


What a great Argentine designer!
He is both a designer and a communication director
This is what we are doing at Greencard only vice versa - -communications with design -
Tatiana

http://www.pabloreinoso.com
Greencard is moving forward little by little and with a lot of self-confidence.

Thursday, July 30, 2009

greencard creative rocks!

Here we are

Nuestro sueño de ser la agencia Latina más respetada del mundo se pone en marcha.