2020 was a very difficult year for all Mexicans. Mexico was in 3rd place of recorded deaths by Covid-19 globally, following only the US and Brazil.

The state of emergency in the country occasioned the closing of many places and provoked the cancelation of several national celebrations, including the Day of the Dead, as during this time entrance to the pantheons was denied.

For the Day of the Dead in 2020, we decided to dedicate a farewell to all the people that passed away without being able to say goodbye.

We did it by writing an “Icnocuícatl” (songs of a self-pain), which is a poetic genre from ancient Pre-Hispanic Mexican cultures that used to bid farewell to their loved ones and find acceptance after death.

A written poem that was also transformed visually, representing the familiar, yet empty spaces that were left by the people who passed away during 2020. That is how the film was created, dedicated to families from all social statuses from Mexico, that could relate with the pain.

Due to security and sanity protocols all around the world, 2020 took away the opportunity to bid farewell from our loved ones. It was a painful reality for the thousands of Mexicans that were separated from their loved ones that passed without being able to say farewell.

Staying true to our traditions, we had to find a way to heal the huge pain that was hurting Mexico.

Timeline: From October 15th, 2020 to November 25th, 2020.

Placement: YouTube, Facebook, National TV Channels.

Victoria Beer was the only national Brand that spoke about the festivities of the Day of Dead in 2020.

97% positive sentiment

12.6 million views in one month,

12 million earned media

Reach 54.6 M

Interactions: 23.6 M

40% of campaign comments include a thank you or a compliment to the brand.

Website:

Offerings 4.4 K

Sessions 207K

Unique users: 175k

Average time: 5.4