On Sept. 25, Discovery en Espanol viewers will join five
adventurous Latinos on a 10-city expedition starting in Anchorage, Alaska and
ending in Ushuaia, Argentina.
The 10-episode docu-reality series, Norte a Sur: Una Ruta, 5 ExperienciasNorth to South: One Route, Five Experiences) is a partnership
between Discovery en Espanol and the Levi's brand -- the clothing maker's most
comprehensive Latino-targeted campaign to date.
Originally conceived by Dieste, Levi's Hispanic advertising
agency, Norte a Sur seeks a fresh and
relevant way to reach young Latinos by combining a television series with a
host of interactive tools, including a dedicated Web site and daily updates on Twitter, Facebook
and other social platforms.
The travelers will provide frequent updates throughout their
journey, thanks to an iPhone application that allows them to share their
experiences in real time.
"One of the things we loved about this project is that
[Levi's] didn't want anything too explicit," said Michela Giorelli, vice
president of production and development for Discovery Networks Latin America/U.S.
Hispanic. "They just asked us for the kids to wear Levi's clothing and have
them chose the clothes they felt most comfortable with."
Discovery en Espanol was chosen after an initial RFP was
sent out to other networks, including Telemundo, Univision and MTV Networks.
Taping kicked off July 10 in Alaska, with the last shooting
set for Aug. 10 in Argentina
The five expedition members -- Zachary Popovsky, Pierre
Martinez, Diana Rojas, Antonio Estrada and Noelis Marquez -- are currently in
El Salvador and will head to Costa Rica this week.
Production of the series calls for a two-day stay in each
city and the use of three simultaneous cameras.
"It's a very intense process, but Levi's wanted the journey
to be as close as possible to broadcast date," said Giorelli.
The series, made up of 10 half-hour
episodes, will run through Nov. 27.