United States

2020

Organize. A union story

Entrant Company

Elevation LTD

Category

Video

Client's Name

LIUNA

Sub-Category

Nonprofit

This piece, “Organízate, una historia sindical” (Organize, a union story), was made for the Mid-Atlantic region of LiUNA! (Laborers' International Union of North America). We were tasked to fulfill two primary objectives: (1) position the name and brand LiUNA! as the construction workers’ union, providing the field team with an education tool and (2) explain step by step the complicated process of organizing to the Hispanic immigrant population, one of the most vulnerable in the construction industry. To accomplish this, we inserted the unionization process as one of the culminating moments of the immigration experience of an individual who manages to achieve his dreams in the United States. The motion comic technique was used taking into account the low level of literacy and the high penetration of the comic books among this target population, we defined as “organic illiteracy.” The story was told in the form of a web series of 4 episodes of a little more than 4 minutes each.

Credits

President/Elevation
James Learned
Account Director/Elevation
Jimena Paz
Creative Director/Elevation
Rodolfo Hernandez
Copy Writer/Elevation
Andrea Montes
Art Director - Producer/Elevation
Guayi Fernández
Director - Animation Director/Meollo Criollo
Leonardo Nieves
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