Community

Bringing a tradition to life

  Sometimes, clients ask you to make changes to an ad or to come up with a cool new campaign. Other times, a client needs your help because they want to bring someone back from the dead for el Día de los Muertos. We don’t know about you, but this was a first for us. A pretty amazing first. It all started when one of our clients, Estrella Jalisco, decided that they wanted to do something big at the annual Día de los Muertos celebration at Hollywood Forever Cemetery in Los Angeles. The Anheuser-Busch import is brewed in the cradle of Mexican tradition—Guadalajara, Jalisco—and the brand has an inarguable authenticity behind it. They truly understand the significance behind el Día de los Muertos because it evolved from their culture. The brand didn’t want to just say they understood the culture, they wanted to show their consumers they understood them. So they decided to bring Jenni Rivera, the beloved Mexican singer who died in a tragic accident, back for one last performance. That is—as a hologram. People were given clues about Jenni’s performance through teasers on Estrella Jalisco’s social media, which got them excited and intrigued about what was to come. So much that when Estrella Jalisco finally made the big announcement, Jenni’s fans went wild. People all over social were talking about it and even debating whether or not Jenni’s return was real. When the big night finally came, people gathered at Hollywood Forever Cemetery and waited online for Jenni’s performance to start. Once it began, Estrella Jalisco and Jenni’s family both streamed the performance on Facebook Live so people across the world could watch. In total, 58 million people tuned in and got to be a part of this exciting experience. The most amazing part about this activation was that we all helped Estrella Jalisco honor Jenni’s legacy by bringing her performance to her family and her fans one last unforgettable night. When all was said and done, we found out that Estrella Jalisco became the first Hispanic brand to broadcast content on Facebook Live on such a large scale. It was such a big deal that Facebook deemed it one of their biggest success stories. We’d say this was one of our biggest success stories, too. It was an incredible experience for everyone involved and we’d like to thank Estrella Jalisco for inviting us to be a part of it.

You may want to read this

Next Page: Community

This is our collaborative collective.