MODELOCinco Auténtico

Cinco de Mayo needed a rebrand. The tacky taco hats, plastic sombreros, and just about anything you’d find at Party City is a side-eye worthy portrayal of Mexican culture. So instead of making another beer ad, we made a movement to celebrate authentically.

Art Direction
Concept
Design
Agency: Grey


We turned Modelo's Instagram into the Modelo Mercado, a shoppable marketplace featuring hand-crafted décor from Mexican artisans.








Every paid social post became a shoppable spotlight on the artisans and their work. Real culture, real people, real craftsmanship.








And because no celebration is complete without food, we encouraged people to eat auténtico by supporting local Mexican restaurants and boosting their sales with cinco star reviews. ⭐⭐⭐⭐⭐