| Titre | Victoria Cempasúchil: The Taste Of Reunion |
| Brief | Victoria beer created Cempasuchil: The taste of reunion, the first TV ad made with real comments that Mexicans wrote to their departed loved ones on social networks, those comments served as inspiration to develop our content, giving voice for the first time to our consumers.The cempasúchil flower became the icon that connected all creative actions, being a symbolic bridge that guides the deceased to the world of the living, made possible the reunion and close the line between living and dead for Mexicans to connect with their loved ones for one last night and celebrate in an innovative way one of the most important traditions for them. |
| Agence |
Ogilvy Mexico
|
| Campagne |
The Taste of Reunion
|
| Annonceur |
Cerveceria Modelo
|
| Marque |
Victoria
|
| Mise en ligne | Novembre 2022 |
| Secteur d'activité | Spiritueux
|
| Synopsis | The Day of the Dead is one of the most important traditions in Mexico and its people. For one day a year, the living and the dead are able to be reunited with their loved ones. Victoria, the first beer in Mexico, has owned and redefined this tradition since 2014. However, in the context of a pandemic and social distancing, 2021 needed to find a new angle centered on this tradition.As a brand approaching a very important cultural tradition and a conversation deeply sensitive due to all the people that passed away in the pandemic, Victoria had to find a way to connect with consumers without sending the wrong message of opportunism. To continue being a reference and achieve differentiation against other competitors, we needed to do something atypical.Victoria Cempasuchil: The Taste of Reunion is the first TV ad made with real comments that Mexicans wrote to their departed loved ones on social networks. Those comments were used as an inspiration to develop our content, giving voice for the first time to our consumers.The cempasúchil flower became the icon that connected all creative actions, being a symbolic bridge that guides the deceased with the world of the living, making possible the connection with their loved ones for one last night. An innovative way to celebrate one of the most important traditions for them. |
| Type de média |
Télévision & Cinéma
|
| Regional Chief Creative Officer |
Jessica Apellaniz
|
| Responsable de la création |
Diego Rodríguez
|
| Global Chief Creative Officer |
Liz Taylor
|
| Deputy Chief Creative Officer |
Joe Sciarrotta
|
| Directeur de création |
Kevin Murcia
|
| Directeur de création |
Javier Melo
|
| Content Creative Director |
Belem Rodríguez
|
| Concepteur / rédacteur |
Jácome González
|
| Concepteur / rédacteur |
Ángel Ibáñez
|
| Directeur artistique |
Ismael Mora
|
| Directeur artistique |
Jonathan Aparicio
|