The challenge was to attract more people to the Chicago Latino Film Festival. We targeted those who know little, very little and even nothing at all about Latin American history and culture.

Using humor, we created a radio campaign with a very particular view of Latin American history, and made it clear that the Chicago Latino Film Festival is not just for experts and lovers of Latino culture, but for anyone who wants to see great stories, stories that will be difficult to forget.

We reached a big and diverse amount of viewers in the country with the most powerful and competitive movie industry showing them that a Latino film is not just a film; it’s a trip to different culture.

The number of Facebook followers went up 13%. Attendance to the festival went up 6% in comparison to 2012