Background: The ad agency Latinworks came to us with the brief to visualize a campaign towards the US Hispanic market for the big retail chain Target. The campaign was based around words that was hard to translate from Spanish to English. Words that had deeper meanings than just one simple word translation. Our job was to visualise the campaigns different posts in social media, spread out over a year.
The Case: The meaning of every word got to decide the style and content of every post. For example the word “Madrugar” means to get out of bed earlier than usual. This post was planned for the first day of school in August when parents woke their children up earlier than normal to prepare them for their big day. To do this we created a loving breakfast made for the child and built the word “Madrugar” entirely out of corn flakes. Every post was entirely made by hand and the films were made in stop motion.
Photography: Axel Engström, Carl Dahlqvist and Erik Nordlund