Experience Design + Creative Strategy
Premium Tequila Brand Campaign
The Ask: Create the strategy for a 2025 Cinco De Mayo celebration that reflects our values and captures authentically Mexican culture we represent.
The Approach: Propose two concepts - one "safe" Cinco de Mayo option that checks all of the boxes, and this more boundary-pushing alternative.
The Insight: Cinco de Mayo is actually a relatively small holiday in Mexico. Mexican Independence Day is a much bigger celebration of national pride.
The Concept: Rather than focusing resources on competing within the crowded Cinco De Mayo marketing landscape, stand out and make your own rules around a more authentic Mexican holiday that the brand can better "own"; Mexican Independence Day.
The Execution: Don't throw Cinco De Mayo under the bus. Rather, put the emphasis on Mexican Independence day with a 360 campaign (advertising, social media, bar activations) that culminates with a series of events around Hispanic Hubs in North America (Las Angeles, El Paso, Mexico City, San Antonio, Albuquerque, Tijuana, Guadalajara, etc.)
Mexican Independence Day Celebrations
An event series that distinguishes itself from overused Mexican tropes (frozen margaritas, mariachi, tacos) and celebrates a culturally important national holiday by embracing subcultures that create the richly multifaceted state of modern Mexico.
Lucha Libre
Look to the recent Gael Garcia Bernal film "Cassandro" for inspiration to create a diverse, quirky and inclusive Lucha experience.
Musical Performances
Host Mexican bands from a variety of music genre, from feminist punk (Le Bucharettes), to Psychedelic Cumbia (Sonido Gallo Negro) to Doom Metal (Yokozuna) and Rap (Mare Advertencia).
Pachuco Custom Hats
Give guests the gift of a one-of-a-kind piece of craftsmanship; a "Pachuco" felt hat with designed burned in, or a keychain with similar iconic etching.
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Live Tattoos
Mexican tattoo artists, such as Dana Barbecho, blend tradition and contemporary art forms to create unique tattoos. Create a "tattoo sheet" of simple icons attendees can select from.
Art Installations
Commission an esteemed Mexican Sculpture artist, such as Raúl de Nieves, to create art installations for the events.
Loteria
Loteria, an iconic Mexican lottery game, is perfect for community-building fun. Go for a classic look, opt for Millenial Loteria (below), or create your own custom designs. Let attendees keep the deck!
Food & Beverage
Embrace a menu that goes beyond the margarita with other, less expected tequila cocktails (Palomas, Moraditas, Sangritas) and culinary delicacies such as a bite-sized version of Chiles en Nogada, a traditional Mexican Independence day dish.
Corporate Social Responsibility Activation
Empower guests with the chance to give back. At entry, give each attendee a token that represents a certain monetary donation. They can then select their favorite Mexican entrepreneur for the company to make a charitable donation to.
Distillery Tour Giveaway
Give attendees the chance to win a trip to the highlands of Jalisco during harvest season to see how local Jimadors lovingly harvest the agave that ultimately becomes a premium tequila.
Bloody Maria Party Favors
Bloody Marias - like Bloody Marys but with tequila!- kits are a delicious, sustainable party favor that will introduce guests to a new cocktail recipe (one that just so happens to be perfect for nursing a hangover).
Safe Rides Guaranteed
Work with Uber to create a promo code for the event that gives attendees a free ride home up to $20, ensuring nobody drives tipsy.
