The Challenge

How can Taco Bell resonate with an emerging market that’s both Gen Z and diverse? By showing up and showing out for the culture it has been inspired by since day one — and on the world’s biggest stage: the FIFA World Cup. But more than that, Cashmere ensured that when speaking to our young, Latine audience, we’re doing it meaningfully and authentically, by emphasizing how Taco Bell lives on-the-hyphen.

The Insight

The Parking Lot Is Packed with Diversity and Energy

True Latine soccer lovers don’t need fancy equipment, a soccer pitch or even a real ball to play. All they need are a hunger and a passion for the game. And just like the soccer fandom, Taco Bell’s parking lot has a rich fusion of culture and participation where all communities meet.

The Idea

Donde We All Play

Taco Bell is the place where people are invited to come together, just as they are, to fuel their sports and food fandom. During the 2022 FIFA World Cup, our integrated campaign pulled the global audience into the late-night world of Taco Bell — where soccer fans from all cultures gather to transform the parking lot into a makeshift soccer stadium.