The Drum Awards for Marketing - Extended Deadline

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Date: Mar 2018
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Although Victoria stands as Mexico’s oldest beer brand, Constellation Brands brought Victoria to the US in 2010 and tapped the community to introduce the iconic beer brand to US audiences in 2016.

In its third U.S. marketing campaign for Victoria, the community builds on the “Proudly Mexican” ethos it created for the beer brand. Beloved brand spokesperson Gregorio, the American guy who’s becoming more culturally Mexican each day, returns for a series of three spots that will run in Spanish across TV, social, digital, and radio.

The first spot, 'Caguama,' opens with Gregorio’s friends requesting a Caguama (a 32-ounce beer) while they watch television. Initially, Gregorio brings them an assortment of incorrect items, such as a type of parrot called a Guacayama. Eventually, he discovers – or, rather, rediscovers – the “Vicky Caguama,” the giant, 32-ounce bottle of Victoria emerging proudly while his friends applaud the discovery.

In the second spot, “Grito,” (Scream) Gregorio works to correctly execute “El Grito” in multiple everyday situations, which his friends have taught him. The third and final spot features Gregio struggling to succeed at “Zafo,” the famous Mexican game similar to the American “Not It!” game. As a whole, the campaign comedically highlights the value of sharing culture – and a Vicky Caguama.

Credits

Team Credits

Agency: the community

Chief Creative Officers: Jose Molla and Joaquin Molla

VP, Executive Creative Director: Ricky Vior

Associate Creative Director: Federico Díaz

Sr. Copywriter: Daniel Gonzalez Milan

Sr. Art Director: Rodolfo Fernandez

VP of Integrated Production: Laurie Malaga

Senior Producer: Julio Rangel

Account Director: Agustina Massa

Account Supervisor: Erika Rivera

Account Coordinator: Rachel Startz

Sr. Director of Strategy: Jeff Beck

Sr. Strategist: Bernardo Guzman

Manager of Creative Services: Maru Solowoski

Production Company: Gloria // The Maestros

Director: Rodrigo Valdes

Executive Producer Partner: Eric Bonniot

Director of Photography: Daniel Fernandez Abello

Offline Editing House: The Makers Lab

Editor: Pablo Alberdi

Producer: Nadia Bowen

Color Correction/VFX: CO3

Executive Producer: Alexandra Lubrano

Colorist: Sofie Borup

Audio Mix: The Makers Lab

Producer: Nadia Bowen

Mixer/Engineer: Jeannine Guenther

Client Credits

Company: Constellation Brands

Brand: Victoria Beer

Sr. VP & Chief Marketing Officer: Jim Sabia

Sr. Brand Director, Marketing: Matt Escalante

Brand Manager, Marketing: Maddy Zingle