Raise One In Their Honor

Agency: Grey New York


Modelo®, the beer brewed for those with The Fighting Spirit™, and renowned Mexican American artist, Mister Cartoon, are teaming up again to help consumers commemorate loved ones on Día de los Muertos in a new campaign with creative AOR Grey New York.

Those who celebrate Día de los Muertos, a holiday to welcome back the souls of loved ones who have passed, create colorful home altars (ofrendas) filled with marigolds, decorative skulls, candles and even their favorite food and drinks.

This year, Modelo is launching the “Raise One In Their Honor” campaign, a digital experience where consumers can celebrate the lives of lost loved ones by creating a shareable living ofrenda. Fans can submit their ofrendas for a chance to win a tattoo commemorating their loved one from Mister Cartoon.

“As a beer brand born in Mexico nearly 100 years ago, Modelo is committed to creating rich and authentic experiences to celebrate Mexican culture,” said Greg Gallagher, Vice President, Brand Marketing, Modelo. “This Día de los Muertos, we encourage more people in the U.S. to celebrate the holiday and honor their loved ones in a more interactive way. Ofrendas are at the core of Día, so with the help of Mister Cartoon, Modelo created a digital space to share inspiring stories of loved ones who have passed on to Raise One In Their Honor so they are never forgotten.”

This professional campaign titled 'Raise One In Their Honor' was published in United States in October, 2022. It was created for the brand: Modelo, by ad agency: Grey New York. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 4 media assets. It was submitted over 1 year ago.


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