_Fighting to bring authenticity back to one of America’s most stereotyped celebrations
BRAND_Cerveza Modelo
ROLE_Creative Director
_Cinco de Mayo is one of the biggest beer occasions of the year, but is often celebrated in a way that’s stereotypical and straight up side-eye worthy. We helped Modelo change the way Cinco is celebrated by encouraging people to drink, eat, and party auténtico.
_We got the party started in the weeks leading up to Cinco de Mayo with social posts featuring authentic hand-crafted Mexican decor. Then we created the Modelo Mercado where users could shop the decor on Instagram and purchase each item directly from Mexican artisans.
_On the day of Cinco de Mayo, we nudged our audience to keep the fiesta auténtico by supporting their fave local Mexican restaurants with a cinco-star review.
_Shot by Sangre
Learn more about the campaign and the businesses we supported here.