TORONTO — GREY Canada has created a digital campaign to help el Jimador tequila celebrate Day of the Dead – a traditional Mexican holiday which has grown in popularity globally. The multi-day celebration, which starts on November 1st, focuses on family and friend gatherings to remember/celebrate loved ones who have died, and support their spiritual journey to the other side. The campaign, entitled #welcomeback, embraces the camaraderie and inclusivity of the day, welcoming everyone to the party – including the dead.
The work features fun-loving skeletons who aren’t ready to give up the right to celebrate the annual holiday. Working with Bent Image Lab, the team at GREY developed three stop-motion animation videos over several weeks. Each video explores tongue-in-cheek issues skeletons might face in social situations, like not having a wallet to pay for a round at the bar, or whether your ID can still be used if you’re dead. In keeping with the vibrancy of Day of the Dead imagery, the campaign’s assets all relied on a highly detailed and textural stop motion style.
“Tequila continues to expand in global popularity. And with the rising popularity of Day of the Dead celebrations, we recognized an opportunity to play a part in the holiday,” said Darlene Remlinger, President at GREY Toronto. “Given the importance of the artistic symbolism associated with the day, we were thrilled to partner with Bent Image Labs, and the visual craftsmanship they provided to create these stories.”
This campaign is part of GREY’s overall Brown-Forman global tequila portfolio assignment which includes both the el Jimador and Herradura tequila brands. The campaign will be featured on el Jimador’s social channels as well as in paid social and OLV placements. Media planning was handled by MediaVest.
