André Breton once said that you could not try to understand Mexico through reason. You have to understand it through the absurd.
That is what we did in this category disruptive campaign, that celebrates those surreal traits of Mexico and Mexicans, that make us unique.
How did we go about it?
We searched unconventional, unique spokespersons that represented the extraordinary over the ordinary.
By owning a territory, no one had claimed in the tequila world, centered more on the premiumization of the drink, or the traditional aspect of this national treasure ( the land, the agaves).
The campaign is as surreal as Don Ramón’s bottle, a perfect mix between elegance (with its diamond cap) and popular culture, with the iconic roosters that are always present.