Movie magic also needs the help of branding magic.
La Chiperita (By the road) is a Paraguayan romantic comedy from Director Hugo Cataldo, that speaks of love in different ways: the impossible love that might come true, the love of family, friends and, above it all, to do things with love, all mixed with typical ingredients of the rural Paraguay, such as its landscapes, its red dirt roads, the simplicity of its people, and its native food, that have the chipa as an icon of this country in all of Latin America.
With all these ingredients at hand we set out to create a very warm and welcoming communication, with an image that resembled the various hand-made aspects of the film.
We gathered inspiration from colors and textures from the countryside, like the sellers of artisanal foods that you see at the side of the route when road tripping through Paraguay, from famous “chipa” to jams and sweets from different fruits.
Social media played a key role in the campaign and each post was designed to highlight the story and the lovely characters behind.
We created a set of direct marketing materials for the various international film festivals in which La Chiperita participated, taking a little piece of the Paraguayan culture in every trip.
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