The experienced typographer Robert Gruenberg was hired by the

Chicago Latino Film Festival with one sole objective: attract more

Americans to the festival. What did he do to achieve it? He made

subtitles out of something that is irresistible to any American:

bacon.

First, we created a bacon-made typography that could be as readable as any subtitle.

Then, we showed the creation process through a mockumentary, using cinema spots in American movies,

online videos, social media and posters.

During the festival, we screened the world’s first films with bacon subtitles.

Design, advertising, and even food blogs published stories on the Bacon Subtitles for the Chicago Latino Film

Festival.

The idea generated empathy with the target and invited everybody to have fun at our movies.

On opening weekend, the films with bacon subtitles sold out. And the festival had its best attendance in its 31 years.

Two movies with Bacon Subtitles were exhibited 4 times in the opening weekend of the festival in an area with predominance of non-Latinos. All of them were sold out.

The Festival had its best attendance in 31 years, selling 15% more tickets in the non-Latino neighborhoods than the previous year.

The festival’s social media accesses increased 23% and the news coverage of the festival by non-Latino outlets raised by 50%.