The clever way an agency used music to lure viewers to a film festival

Lapiz created 'danceable' trailers to promote movies in campaign for the Latino Film Festival

Published On
May 09, 2018

Editor's Pick

Chicago's Latino Film Festival tapped into the mainstream popularity of Latin music this year to tempt Americans to try Latino movies as well.

With hits like "Despacito" and artists like Camila Cabello riding high in the music charts, agency Lapiz created a series of "danceable trailers" for films like "Virus Tropical," "Lo que podriamos ser" and "Broche de Oro: Comenzios," with music performed by Latino artists and lyrics describing the plots of the movies.

The songs were played on the radio and in dance clubs ahead of the film festival in April, followed by a message about the movies and the tagline: "You love our music, now try our movies." At clubs, each song was matched with projections from the film posters.

As a result, the Festival had it most successful year ever, with 24 sold-out screenings and 35,000 attendees, a quarter of whom were non-Hispanic Americans.

Credits

Date
May 09, 2018
Brand:
Chicago Latino Film Festival
Client:
Chicago Latino Film Festival
Agency:
Lapiz
Senior Vice President/Executive Creative Director:
Luciana Cani
Vice President/Creative Director:
María Bernal
Copywriter:
Roberto Luque
Copywriter:
Javier Valle
Copywriter:
Ernesto Martínez
Copywriter:
Rodrigo Cantalejo
Art Director:
Rodrigo Cantalejo
Art Director:
Freddy Agostini
Art Director:
Juan Carlos Montes
Agency Senior Producer:
Brenda Morrison Fell
Agency Producer:
Brenda Cortes
Senior Vice President, Account Director:
Marco Azucena
Strategy:
Efraín Bahena
Copy Editor:
Vanessa Ortiz
Media:
Dana Bonkowski
Media:
Helen McCormack
Media:
Stephanie Cochin
Music House:
Supercharango
Producer:
Ramiro Garcia
Music:
Ramiro Garcia
Singer:
Alejandro Corres
Singer:
Emanuel Ntaka
Singer:
Felipe Herrera
Singer:
Guadalupe Alvarez
Audio Mix:
Earhole Studios

Need a credit fix? Contact the Creativity Editors

Industry
Project Type