2015 was not just another year for hispanics and latinos in USA. We received a lot of negative attention, mostly because of Donald Trump´s rants about immigration as soon as he started campaigning for president. Being one of the american brands with the strongest connections with hispanics, Tide was willing to make a statement. The Hispanic Heritage month was the perfect opportunity. We launched the video promoting the hashtag #washawaylabels and it went huge: almost 8 million views in less than a month, and an overwhelming positive feeling from the whole hispanic and latin community, including Ricky Martin, who posted the campaign on his FB profile on the eve of the highly politicized Latin Grammy´s.