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 instead of a campaign, we created a movement to celebrate Mexican culture authentically.


Art Direction
Concept
Design
Agency: Grey


We got the party going with hand-crafted décor from Mexican artisans, and threw a little shade at the mass-produced stuff from Party City and Amazon.








Then we turned Modelo’s Instagram into the Modelo Mercado, a shoppable marketplace where people could buy the décor directly from each artisan. 



All of our paid social posts became shoppable ads spotlighting the pieces and the makers behind them. 




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.