The Drum Awards for Marketing - Extended Deadline

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Date: Apr 2019
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Tequila Don Julio recently unveiled the 'For Those Who Know' campaign, the brand's first new campaign since 2013 in the United States, which celebrates those who know what truly matters in life and is a colorful invitation to genuine celebration. Drawing inspiration from vibrant homes and buildings found in towns and cities across Mexico, the new design showcases the genuine, rich culture of Tequila Don Julio’s birthplace.

Created by Anomaly New York, 'For Those Who Know' is a 360-marketing campaign comprised of national digital and out-of-home advertising, experiential programming, social media and more. The campaign creative introduces an exciting and vibrant new approach influenced by Mexican culture.

Timed to National Margarita Day, Tequila Don Julio rolled out the 'For Those Who Know' mural series by embarking on a journey across the country to help five Mexican eateries in the US tell their unique stories through art with murals curated by Mexican artist, Claudio Limon, who uses the vibrant colors characteristic of Mexico to bring the flavor of Mexico to these local eateries neighborhoods and beloved communities.

The first stop on the mural series was Houston-based Gerardo’s Drive In. Run by Luis Lopez and his son Gerardo Lopez, Gerardo’s opened in 1977 and has been Houston’s go-to for authentic Mexican-style barbacoa ever since. To this day, you can find Luis greeting customers from behind the counter, reflective of his hard work, dedication and passion for his food.

Credits

Agency: Anomaly NY

Client: Don Julio