SuperM - Videomarketing awareness-raising campaign
La Red Hispana produces daily radio programming and social media content in Spanish, covering the entire United States, focusing on education, news and important issues for the Latino community. This video made by Samsa, is part of an Videomarketing awareness-raising campaign, encouraging the views to vote. The target audience for this message is the Latino community living in the U.S. seeking to involve them in social and political participation. Even though La Red Hispana’s main goal with this video is to encourage the Latino community to vote in the next presidential election in the United States; the “M” stands for Martes (Tuesday in Spanish), the day in which political elections are held in the country, so the video will remain relevant and effective.
This video is a very unique product. Considering the different types of video Samsa has to offer, we could place it next to the commercial videos, because it seeks to influence the viewer. Although La Red Hispana is not looking for the viewer to get interested and buy a product, the main goal is to get the attention of the target audience (the Latino community in the United States) and provoke a reaction by the viewer (to register and to vote).
The production process for this video involved a great collaborative work between our team and the client. The main challenge at the time of creating this video, was to find the way to capture the viewer’s attention appealing to their Latino identity, using colours, everyday life scenes and a little bit of humor; and at the same time maintain the seriousness and importance of the message.
A key visual to catch our target audience attention
“Super M“ is staged in a typical Latin neighborhood in the United States. As to proportion and shapes, sets and characters design is realistic, looking to recreate the reality and everyday life of Latino neighborhoods. With the goal of catching the attention of our target audience, we appealed to typical scenes from the latinamerican identity like kids playing soccer on the streets, stores and social life outside in the neighborhood.
The colour palette was carefully selected, increasing saturation in order to reflect the joy of Latino culture, in contrast with the grey from the big American city. In order to accentuate this distinction, we decided to use saturated colours even in places and objects that normally wouldn’t have them, like underneath a car hood.
There is a very important difference regarding character animation. We decided to animate the secondary characters in digital 2D and the main character with traditional animation, drawing the frames one by one, in order to obtain more complex and organic movements.
Actions from the secondary characters are very natural, calm and smooth. Super M on the other hand, bursts into the smooth and gentle pace of the video with energetic attitude and actions. We used camera movements and fast video transitions, in order to highlight his civic activities.
While it took a big team and many hours of work, Super M is a product with which we are very satisfied. Especially, with the way Samsa’s creative team selected and implemented the appropriate techniques, in order to be able to convey La Red Hispana’s message the best way possible.
Being a different product from the ones we usually produce, we were obliged to step out of our comfort zone, but we consider that we managed to develop a creative proposal, achieving the identification of the target audience with the visual proposal and the characters we created.
Here you can take a watch of the video
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Videomarketing awareness-raising campaign