Each year in Austin, Texas, the Cine Las Américas International Film Festival brings together Latino and indigenous filmmakers, actors, and screenwriters from all across the Americas and the Iberian Peninsula. This invaluable cross-cultural exchange enriches the community, connecting diverse audiences with the rest of the world. Cine Las Américas wanted to show how different the world of Latin America is to the world the Austin community knows. Communicating the message, if this is our reality, imagine our films.

We put together a campaign that mixed real Latin American news stories with possible outcomes from those stories. One month before the start of the festival, the ad was broadcasted on television, It started with a YouTube video and previews before films in theatres all over Austin. Next, we created promotional elements: DVD, which we launched the in video rental stores throughout Austin along with the new releases. At the same time, we created a website to present the product kit for 3 Minute Showers: Cup, Soap, and Stopwatch. Next, we aired a radio campaign that consisted of an ironic radiobroadcaster telling us about the history of Latin America all the way to present times, but with a very serious tone. We created a print campaign that included posters, postcards and flyers. We used Sekai to leave messages containing parts of the campaign in movie theatre restrooms.

In 2009, the 12th Cine Las Américas International Film Festival resulted in: - 3,200 festival attendees- 81 films- 43 screenings- 21 different countries represented- 28 registered industry participantsAnd in 2010, the 13th Cine Las Américas International film festival resulted in: - 3,500 festival attendees- 116 films screened- 85 total screenings- 23 countries represented- 35 registered industry participants- 17 free screeningsAnd, we sold 320 Full Passes more than before. Overall, the campaign generated over 1,000,000 hits on the Cine Las Américas website. And, the festival’s attendance from 2009 to 2010 grew by 10%, averaging a total of 3,500 festival attendees, making this effort a well-received campaign. Most importantly, the consumer was exposed to a new and unfamiliar world of cinema.