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Luciana Cani
Luciana Cani
Vice-presidente sênior, executive creative director at LAPIZ
Chicago, Stati Uniti
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TitoloDanceable Trailers (Film Case)
Agenzia
Campagna Chicago Latino Film Festival
Cliente INTERNATIONAL LATINO CULTURAL CENTER OF CHICAGO
Marca Chicago Latino Film Festival
Data di Prima Diffusione/Publicazione 2018
Settore Fiere, Eventi, Festivals
Filosofia Latin culture has experienced a boom in the United States, with reggaeton taking American radios and dance floors by storm. Americans were loving our music, but our films? Not so much.

To increase diversity and attendance at the 34th Chicago Latino Film Festival (CLFF), we created “Danceable Trailers,” original reggaeton songs based on the plots of three featured movies. We aired them on different Chicago radio stations to promote the festival. At the end of each song, an announcer revealed to listeners that it wasn’t a song they just heard, rather the trailer for a movie featured at the Chicago Latino Film Festival.

We also secured placement at popular Chicago nightclubs. DJs at the clubs were given longer versions of the tracks to play or mix live, and delivered the call to action live at the end of the song.

By reaching out to our target audience in places where they were already tuning in, we were able to use traditional media in an innovative way, and achieved the most successful year ever for the festival.
Tipo di Media Radio
Lunghezza
Colonna sonora Virus Tropical
Brand Marketing Director
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Executive Creative Director
Senior Creative
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Music Prod Company
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Artista
Artista
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