Cerveza Victoria & Ogilvy Mexico present the new film that celebrates the Day of the Dead, this important date for Mexican people, a campaign that aims to address death from a completely emotional and positive approach, with the goal of reinterpreting their traditions and making the deepest feelings open wide from the heart, making them blossom as living offerings by means of their loved one´s memories.
"Cempasúchil: We are Living Offerings" is a journey composed of 3 stories born from the idea that we are the living memory of those who have left us and that gives meaning to who we are today, and thus, their legacy will live forever.
The film narrate the long-awaited visit of all those beings we love, who have gone ahead on the road and who return propelled by the wings of a small hummingbird, who with its light and life allows them to return. Their one night visit remains in the heart and memory for a long time, being present in our lives, being the cempasuchil flower the conductor of the seed of love towards them.
That's why Cerveza Victoria & Ogilvy Mexico honor these feelings and traditions that give life to mexican culture and build the bridge between the dead and us, connecting their lives with ours.
Juan Pablo Balcázar, Marco García, Belem Rodríguez and Alejandro Junco Creative Directors for Ogilvy Mexico commented "This campaign is dedicated to our loved ones who are no longer here, but above all to the pride we feel for our roots, traditions and culture. It is a job done with the heart and we hope that the campaign continues with the legacy Victoria has built on this important date for Mexico."
Yune Aranguren, Director for Cerveza Victoria at Grupo Modelo highlighted "This 2022 we realized that mexicans want to make up for lost time after the confinement due to the pandemic. We are reassessing what is really important to us, such as being close to our loved ones and giving ourselves the opportunity to live again, being aware of what we have lost. That's why at Cerveza Victoria we want this Day of the Dead to be special. We want to continue honoring those who are no longer with us through their memories and what they sowed in us so that we can continue flourishing in life."
Iconoclast Mexico & Primo Mexico accompanied by the direction of Alaska were in charge of making this mega production that includes a 4-minute film, one 60-second piece and one 20-second piece that will be exhibited on TV, digital and movie theaters throughout the country, as well as a collection of 3 posters with unique designs that will live in a digital environment.
"We have faced a huge challenge during 4 years: to be able to tell different stories that resonate in the hearts of all mexicans, rooted in their culture, their customs, but above all, inspired by the feeling of the consumer today. In Ogilvy we believe that iconic brands are those that understand culture and are part of it, so we are proud of the result and the impact that this campaign can make on this important date" said Diego Rodríguez CCO for Ogilvy Mexico.
For Cerveza Victoria one of the greatest and most significant traditions of the mexican people is without hesitation the celebration of the Day of the Dead in which beyond mourning there is joy, giving life through memory to those who inhabit our hearts.
