Writer, Visual Artist and pioneer of the Queer movement in Latin America, Pedro Lemebel shook up conservative Chilean society during Pinochet’s dictatorship in the 1980s. Body, blood and fire were protagonists in his work that he attempted to perpetuate in the last eight years of his life in a film he was never able to see finished. In an intimate and poetic journey through his risky performances dealing with homosexuality and human rights, “Lemebel” portrays a culmination of yearning immortality.
LEMEBEL by Chilean director Joanna Reposi Garibaldi, produced by Solita Producciones, won the Alphapanda Audience Engagement Award at documentary festival Visions du Réel in 2018. As a result, we created a whole social media campaign for the film on Facebook for a duration of six months. The campaign started just before the world premiere of the film at Berlinale 2019 and followed LEMEBEL’s prolific international festival career afterwards.
The bilingual campaign (English and Spanish) targeted audiences all around the world, with a special focus on territories in which the film was screened. We targeted existing fans of Pedro Lemebel and his work but also LGBTIQ* communities, activists, people interested in arts and performance and Latin American expats abroad. The content was very focused on the charismatic figure of Pedro Lemebel himself, with very strong aesthetics in line with the vision of Joanna Reposi Garibaldi in her documentary.
The campaign got very high engagement with almost 1000 shares for the trailer alone. The total reach of the campaign was over 750K with over 30K reactions in total. The campaign even managed to stimulate fan art from fans and followers that got shared on the page. The campaign also targeted specifically film professionals to create an industry buzz around the film and support Compañía de Cine and Kino Rebelde in their international sales and festival effort.