Mega-retailer Target and ad agency Latinworks were working on a campaign for the US Hispanic market and needed some help. The campaign was based around words that are hard to translate from Spanish to English; words that had deeper meaning than just simple, one-word translation. They needed videos and stills to help bring those words to life through new media to be shared over the course of a year.
Snask looked to the meaning of each word to inspire the style and content for each execution. 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 wake their children up earlier than normal to prepare them for their big day. To do this, we created a loving breakfast made for their child and built the word “Madrugar” entirely out of corn flakes.
Every piece was created entirely by hand and the films were shot completely in stop motion. The campaign got a lot of attention and several of the most respected design blogs and magazines wrote about the project, but for Snask, it was fulfilling to create work that was intricate, detail oriented, and fun - while focusing on cross cultural common ground to spread a positive message.