MODELOCinco Auténtico
Cinco de Mayo is one of the biggest party occasions of the year, but the taco hats, plastic sombreros and just about anything you’ll find at Party City is an offensive, tacky, and side-eye worthy portrayal of the holiday.
So to celebrate Cinco in a way that truly celebrates authentic Mexican culture, Modelo set out to change the party, encouraging people to drink, eat, and party auténtico.
Art Direction
Design
Agency: Grey
Design
Agency: Grey
We got the party started by turning Modelo’s Instagram into the Modelo Mercado, where people could buy handcrafted decor from Mexican artisans in the weeks leading up to Cinco de Mayo.
Then we used the beautiful decor as backdrops for social posts, demonstrating the difference between a fake Cinco celebration and an auténtico one.
And of course, no celebration
is complete without food.
So we encouraged folks to eat auténtico by supporting local Mexican eateries and boosting their sales with a cinco star review.
is complete without food.
So we encouraged folks to eat auténtico by supporting local Mexican eateries and boosting their sales with a cinco star review.