Cannes Lions

MEXICRANEOS

GANEM GROUP, Mexico City / J. GARCIA LOPEZ FUNERAL HOMES / 2019

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Overview

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Overview

Background

IN MEXICO, A FUNERAL BRAND HAS LITTLE CHANCE TO INTERACT AND BECOME A CLOSE BRAND, OUR CHALLENGE WAS TO CREATE AN IDEA TO GET CLOSER TO PEOPLE.

Idea

WE TURNED DEATH INTO AN ART EXHIBITION: MEXICRANEOS.

54 MONUMENTAL SKULLS INTERVENED BY DIFFERENT ARTISTS AND ARTISANS IN MEXICO CITY'S MOST EMBLEMATIC STREET. THE EXHIBITION ALSO HAD INTERACTIVE EXPERIENCES AND MERCHANDISING.

Strategy

THE ONLY DATE WHEN MEXICANS DON'T REJECT TALKING ABOUT DEATH IS ON THE DAY OF THE DEAD (DIA DE MUERTOS), A TRADITION THAT ALLOWED US TO LAUNCH THE EXHIBITION.

LOOKING FOR THE EXHIBITION TO HAVE A PRIVILEGED LOCATION, WE MADE AN ALLIANCE WITH THE MEXICO CITY GOVERNMENT.

SUCCESSFUL AND AVANT GARDE ARTISTS AND ARTISANS WERE SELECTED TO MATERIALIZE THEIR ART INTO THE SKULLS.

Execution

WE HAD AN ALLIANCE WITH MEXICO CITY'S GOVERNMENT TO ALLOW A PREMIUM LOCATION FOR THE EXHIBITION.

WE SELECTED SUCCESSFUL AND AVANT GARDE ARTISTS AND ARTISANS TO MATERIALIZE THEIR ART INTO THE SKULLS.

ON THE INAUGURATION EVENT, WE PRESENTED 54 WORKS OF ART TO THE MEDIAS AND GENERAL PUBLIC, FROM OCTOBER 14TH TO NOVEMBER 18TH, 2018.

THE EXHIBITION ALSO HAD A VR EXPERIENCE, PHOTO OPPORTUNITIES, VIDEO MAPPINGS, SALES KIOSKS AND MERCHANDISING.

Outcome

3.6 MILLION VISITORS TOURED THE EXHIBITION.

OVER 6 MILLION IMPACTS ON SOCIAL MEDIA.

OVER 100,000 ORGANIC POSTS.

350 UNPAID ARTICLES ON MAINSTREAM MEDIA (OVER HALF A MILLION DOLLARS WORTH).

250% GROWTH IN PRE NEED FUNERAL PLAN SALES VS. PREVIOUS YEAR.

THE EXHIBITION WILL TOUR MULTIPLE CITIES IN MEXICO AND ABROAD

LILLE, FRANCE (ABR-DEC 2019); BARCELONA, SPAIN (2020); USA (2020), GERMANY (2021) RUSSIA (2021).

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GANEM GROUP, Mexico city

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2019, J. GARCIA LOPEZ FUNERAL HOMES

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