Celebrating an iconic Mexican festival
Jose Cuervo
Championing Day of the Dead for Jose Cuervo tequila
As a proud Mexican icon, Jose Cuervo has always wanted to champion every aspect of the Day of the Dead festival, and its many cultural nuances, becoming synonymous with the vibrant and life-affirming celebration.
Our global campaign honoured and focused on Hanal Pixan, a joyous local tradition in the Yucatán Peninsula where families clean the bones of their lost loved ones with special brushes, commemorating and celebrating the departed with flowers and tequila.
Inspired by the limited-edition label designs by Mexican artist Tavo Santiago, we created a series of colourful, life-giving assets that truly capture the symbolism and rich meaning that underpins Hanal Pixan.
The stunning maximalist campaign artwork is based on an ‘ofrenda’, a decorative and ornate shrine that honours the dead. We used icons from the label but added new illustrative elements to awaken the fiesta and capture the joy of the festival.
The campaign came to life across multiple mediums, including key visuals, social and playful POS, wrapped up in a market-inspiring toolkit. We also created two exclusive cocktails: Tequila Soulrise, with blood orange soda, and The Awakening, with ice cream and coffee liqueur.
“Meaningful, authentic and compelling, our latest Day of the Dead campaign brings a particularly rich and fascinating Mexican tradition to life in a stunning way that has truly inspired all our global markets.”
