HPRA Announces Finalists for 2025 ¡BRAVO! Awards Recognizing Excellence in Latino Storytelling

The Hispanic Public Relations Association (HPRA) has announced the complete list of finalists for the 2025 HPRA ¡BRAVO! Awards, with winners to be revealed at the awards gala on November 13, 2025 at The Drake Hotel in Chicago. This year's program features over 40 submissions from agencies, brands, and nonprofit organizations across the country, with finalists including 21 campaigns across 12 diverse categories that showcase the breadth of Latino storytelling in public relations and marketing.

HPRA President Sonia V. Diaz emphasized the significance of this work, stating that Latino storytelling is essential not only to the economy but to the nation's future. She noted that Latinos are currently the largest contributors to consumer spending, entrepreneurship, and the labor force, making the recognition of work that reflects their power, creativity, and impact particularly timely and important. The awards program serves as a critical platform for highlighting how Latino-focused communications drive cultural conversations and business results.

Campaign finalists represent a wide spectrum of industries and approaches to multicultural communications. Notable finalists include McDonald's collaboration with BODEN Agency titled McDonald's x BODEN Agency: Uniting Abuela and Gen Z Through the Grandma McFlurry, which bridges generational gaps through cultural storytelling. Neutrogena's partnership with CCOMGROUP INC. resulted in the Ultimate Flag Football Mini Camp x Neutrogena campaign, while their sun portfolio collaboration produced Neutrogena x Café Versailles: Making SPF Application as Habitual as Latinos' Daily Cafecito, demonstrating how brands can integrate into cultural routines.

The awards also recognize agency excellence, with Chemistry Cultura, H+M Communications, and The MRKT named as finalists for Agency of the Year. These agencies have demonstrated exceptional work in campaigns such as Chemistry Cultura's launch of Ozama Rum and their work with LiS: Latinos in Sports™, which focuses on Connecting Leagues, Teams and Brands with the Powerful Hispanic Fanbase. H+M Communications earned recognition for their work with Sony Pictures on the campaign From Miami to the World: How the 305 Ignited Latine Turnout Nationwide and Made Sony Pictures' Bad Boys: Ride or Die a Box Office Champ, showcasing how targeted multicultural strategies can drive significant commercial success.

Beyond campaign recognition, the 2025 ¡BRAVO! Awards will honor Pioneer of the Year Karina Martinez, co-founder of DRAFTED, and DEI Champion of the Year Adrianne C. Smith, founder of Cannes Can: Diversity Collective. The event will also celebrate HPRA scholarship winners from several universities, supporting the next generation of Latino communications professionals. The rigorous selection process involved campaigns conducted between January 1, 2024 and March 31, 2025, with each submission reviewed by three judges representing brand, agency, media, industry, and academia expertise, ensuring diverse perspectives in evaluating innovation, impact, and overall excellence.