A campaign featuring 120 special edition labels for the 120th anniversary of INDIO.

One in which the people / users were the curators of the campaign: the "cool - hunters" of diversity in Mexico .

One in which the original content generated by the users, by the brand and media editorial content was the central driver.

And in which the main audiovisual language that lived on screens, in the streets and on paper was born digital : the animated gif.

Its epicenter and main connection point was digital. With the website as a central point: a digital live archive that concentrated participation.

With the mobile app from which users could participate publishing content wherever they were, and scan and exchange the 120 INDIO labels. With all the content that was generated and circulated mainly in digital media. With the involvement of the various social networks as platforms to publish and share content.

A campaign in which each medium, format and discipline was building the idea independently, each offering access to the campaign for people.

A liquid idea that filtered into society through the 120 INDIO labels, packagings and all formats of the product, all digital channels of the brand, OOH , billboards, guerrilla , newsstands , magazines, BTL activations , users' social networks, mobile , radio and television.

An INDIO beer campaign made of diversity to celebrate 120 years of cultural diversity in Mexico .

An integrated content-based campaign with a digital DNA .

A website connected to social media platforms in which over the 120 INDIO labels the users could post and share original content related to each of the 120 sub-cultures and urban tribes held by the campaign. And geotag each content in a map of the country, forming a realtime gallery of cultural diversity in Mexico as seen live by its cool-hunters, the mexicans.

This site was the epicenter of the INDIO integrated campaign.

100 million bottles of INDIO beer 120th anniversary special edition produced and sold.

Facebook : +1,000,000 new fans.

Twitter: +22.400 new followers +15,000 mentions.

Website: +500,000 visits during the campaign.

Navigation averaging time: 3 minutes.

8960 registered users.

Users climbed a total of 33,173 original content images.

The campaign was trending topic nationwide 5 times.

YouTube: +3,000,000 million unique views. The most viewed video documentary adds an average of 8 years of transmission.

Continuous tracking studies of INDIO advertising show the brand grew up in:

+13% Innovative Brand

+37% Creative Brand

+26% Top of Mind

44% of national advertising recall