don julio / film + brand activation

For Cinco de Mayo, this tequila brand wanted a special tribute for Mexican bartenders and restaurant workers.

The heart of this film stemmed from an insight I was able to share with my team as a daughter of Mexican immigrants. Growing up a first-generation American in Texas, my parents made me keenly aware that behind almost every restaurant kitchen, regardless of cuisine, you could safely bet that the staff is mostly Mexican. My dad would proudly say, “we’re everywhere.” (Anthony Bourdain agreed.)

This film is a joyous celebration of the Mexican devotion that keeps the restaurant industry going – on Cinco de Mayo and every other day of the year.

brand activation: The Don Julio Cinco + The Don Julio ATM (Automated Tequila Machine)
For the week of Cinco de Mayo, we also created a limited edition “5 dollar bill” that could be redeemed at local Mexican owned restaurants and bars in select cities. These dollars could be obtained at various ATMs (Automated Tequila Machines) around town.

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2021
Role: Copywriter
Agency: Anomaly NY
Creative Director: Dan Shapiro
Art Directors: Frank Benavides, Bruno Carvalhaes
Director: Charles Frank