Advertising has always looked at culture for inspiration to create engaging stories that bring the brand and the consumer together. But what happens when the product itself is culture? This is the challenge faced by the New York International Latino Film Festival, the nation’s largest urban Latino film event in the country.
Launched in 1999, the festival needed an invigoration to remain relevant amidst a whole set of different players who wanted to own the Latino movement led by a new generation of Latinos proud of their culture and increasingly influential in the general market, including film.
A festival, a movement
And it is this movement around Latinos in film and an entire community’s support for this movement, that this past year’s campaign sought to capture. In charge of the project was advertising agency “the vox collective.” The campaign is an engaging story paying tribute to Nueva York. The approach, like its market muse, was also very natural, with all on-air talent picked out of the local community. This is simply an ordinary day in our city. But when presented from a vantage point of respect and affinity, the day becomes simply artistic and extraordinary.