Cannes Lions
DOOMSDAY ENTERTAINMENT, Los Angeles / RESIDENTE / 2022
Overview
Entries
Credits
Background
"This is Not America" serves as a heated rejection of U.S. imperialism and the country’s history of exploiting and erasing people from across Latin America and the Caribbean. In his song, Residente raps, “For a while, since you guys arrived, the prints of our shoes were already here.” The music video seeks to tell the story of Latin America through a multitude of cultural, sociopolitical, and historical references.
Idea
When Residente wrote "This is Not America" he wanted to send a message, and that's exactly how he and director Gregory Ohrel approached its film counterpart. The resulting video is a visceral gut punch that flashes scene after scene of the violence that the rest of the continent has suffered because of U.S. imperialism. It is a film that gives a voice to the those silenced.
Strategy
Artist Residente and director Gregory Ohrel were very intentional about the type of symbolism embedded throughout their film - inviting the audience to find more meaning with each viewing.
Execution
The film was shot over the course of 5 days in Tijuana, MX. It features all local talent.
Outcome
Currently, "This is Not America" has amassed over 14 million views on YouTube, and sparked discussions of the very inequalities faced by indigenous and minority populations depicted in the film.
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