Modelo Dia de Los Muertos Unique Print Design/Digital Technology Crossover Won Numerous Accolades
Groove Jones’ digital print/AR ad campaign for Modelo beer was tremendously successful, picking up some industry awards along the way.
Some of the acclaims it won include: Platinum award in Print Media/Advertising/Outdoor Ad/Interactive media and several other categories, Hermes Creative Awards, Muse Creative Awards and Summit Creative Awards.
The colorful tradition of Mexico’s most widely recognized holiday has become very prominent in the Western culture in recent years.
The beer’s official website provides a little bit of backstory:
“Modelo Especial's Mexican culture is a large part of who we are. Since the first bottle came off the assembly line in 1925, Modelo Especial has been a part of Mexican culture. It's a fixture at major holidays, family celebrations, and friendly get-togethers from Sonora to Chiapas.”
This campaign points at the possible direction in which food and beverage brands may evolve their marketing strategies. The combination of traditional digital print, modern-day OOH environments and tomorrow’s AR experiences promises content that users can share on social media with the possibility of going viral.
The creative use of cutting-edge technology and digital assets turned something as ordinary as a street mural into a first-rate attraction – and not just for beer lovers.