Americans don’t like reading subtitles. That was a challenge for The 31st Chicago Latino Film Festival…until it gave the problem to agency, Lapiz/Leo Burnett.
To Lapis, the answer was obvious – bacon. Here’s how that works: Americans love bacon. They pay attention to anything bacon. So, to attract American moviegoers to movies with subtitles, you just have to use bacon subtitles.
The agency spent one month creating a typography made of bacon that could be readable on screen. But instead of explaining this boring process on a case study, Lapiz created a mockumentary about a typographer who had the idea, but had a hard time trying to craft the letters without eating them.
The movie, Pork Chops/Carnitas, from Mexican director, Bárbara Balsategui, was chosen to be the first movie with the bacon subtitles. Ironically, it tells the story about a girl and her new pet: a piglet.
The Festival screened the sessions with bacon subtitles on April 11 and 12 at AMC River East.
The Chicago Latino Film Festival runs until April 23.
Creative credits
:
Agency: Lapiz Leo Burnett USA
Chief creative officer: Laurence Klinger
Vice president/executive creative director: Fabio Seidl
Copywriter: Roberto Luque
Art directors: Alexis Budejen, Ricardo Vallejo
Executive producer: Aldo Gagliardi
Producer: Bobby Gruenberg
Production company (Film): Deboka Films
Director: Eduardo Cintron
Editors: Niko Films Uruguay, Jonny Arcila
Music: Earhole
Post production: Filmworkers
