Wing is Back with New Campaign for NY International Latino Film Festival Satirizing Hollywood’s Favorite Clichés
Follow-up to highly successful 2011 effort seeks to broaden Festival’s appeal
New York, NY – July 23, 2012 – How do you make an Alien Invasion movie? Put a small monster in a big city, let it grow, get a cop to slice it up, add in a hot chick, and – voila! — Alien Invasion movie. But don’t forget to show the alien’s egg in the final scene to spawn the sequel.
A year after ribbing Hollywood’s tendency to stereotype Latinos in a campaign that went viral, Wing, a full-service marketing communications agency, is back with a new integrated campaign for the 2012 HBO New York International Latino Film Festival (NYILFF). This year, the campaign shows just how formulaic big budget Hollywood movies are by literally illustrating the recipes and tropes used time and time again
The Alien Invasion movie is just one of the genres satirized in the campaign, which carries the tagline, “Some movies are easy to make. Films are a different story,” Others include the Sports Comeback, Serial Killer, Chick Flick, and Buddy Cop. This year’s effort is aimed at broadening the appeal of the NYILFF, running August 13-19 in various New York City theatres.
The campaign is brought to life through a series of print ads, animations for TV and Web, and an on-line game. Each ad will have Spanish and English versions. The Web and TV animations were developed in partnership with the production house Click 3X and are scheduled to air on NBC, Telemundo, and movie theatres throughout New York.
2012 marks the second year the NYILFF is partnering with Wing. In 2011, Wing’s work poked fun at Hollywood movies for relegating Latinos to stereotypical roles like maids, gardeners, and fruit stand vendors. The campaign went viral through earned media, becoming the #1 story on sites like on Trendhunter and Buzzfeed, and garnered 29 Million impressions.
Launched in 1999, the NYILFF is the premiere Urban Latino film event in the country showcasing the works of emerging Latino filmmakers in the U.S. and Latin America. For more information on the festival visit http://www.nylatinofilm.com/.
Wing (formerly WingLatino) is a leading full-service marketing communications agency focused on the intersection of the U.S. Hispanic, Latin American and general markets, re-imagining what it means to be an agency in the Latino space. Wing’s client roster includes some of the world’s most recognizable brands, such as P&G’s Pantene, Downy, Cover Girl and Olay, in addition to DIRECTV, Goya Foods, Eli Lilly, mike’s hard lemonade, RadioShack, Reliant Energy, Red Lobster, The Partnership at Drugfree.org and the Ad Council. An agency within WPP’s Grey Group, Wing is headquartered in New York with offices in Miami. To learn more about how we think, visit www.insidewing.com.