We worked with Victoria Villasana, the artist behind the brand’s 2019 Limited Edition Día de los Muertos bottle, to transform a 1958 camper into a bright, inviting afterlife enclave.
MY ROLE
Creative Strategy, Creative Direction, Copywriting (Script, Promotional Materials), Production
Upon arriving, visitors were prompted to print a photo of a loved one and weave it with colorful yarn in the style of Villasana’s work. They brought their photo inside the camper, where a catrina, or sugar skull, recited a cheeky but emotional script that taught them about the holiday and called on them to remember their loved ones in a new, celebratory light. In the end they raised small clay pots of Tequila Cazadores up to the heavens, recited a special toast and learned how to “Honor them well.” The experience was impactful and emotional for all who participated. They left with a candle and matches to build their own alters at home, and a drink token to raise their spirits at the bar with Pomegranate Palomas and Margaritas.
RESULTS
This program proved that you could activate as a brand during a sensitive cultural holiday by using empathy, not selling points, to help them celebrate in a way that’s tonally appropriate and impactful.
40 press articles
2 local news media placements
300M media impressions