Description
Every December, Mexicans express their wishes for the coming year by performing different rituals: We walk around the block with suitcases to travel more, sweep the house to ward off bad vibes, and even look for love under the table.
Of all the rituals, there is one that is never missing: The 12 grapes. 12 individual wishes. Money, travel, love, health.
But why do we never wish for something with friends? like getting together more often? Well, because friends gather over beers, not grapes…
So we decided to hack the ritual by creating the first ever set of grapes made of beer in order to wish more gatherings with friends.
This professional campaign titled 'The Golden Ritual' was published in Mexico in November, 2025. It was created for the brand: Miller High Life, by ad agency: Edelman. This Design and Digital media campaign is related to the Alcoholic Drinks industry and contains 6 media assets. It was submitted about 17 hours ago.
Credits
Edelman México
Pablo Ferrari / Executive Creative Director
Ricardo Cruz Atristain / Creative Director
Juan David Monroy / Head of Art
Juan Camilo Contreras / Sr Art Director
Fabián Calderón / Art Director
Osvaldo Lemus / Sr Copywriter
Antonio Hernández / Copywriter
Sergio Sanchez / Chief Strategy Officer LATAM
Patricio Benavides / Strategy Director
Adriana Rodríguez / Sr Strategist
María Fernanda Silva / Project Manager
Miller
Marta García / Chief Marketing Officer
Diana Lozada / Regional Brands & Beyond Beer Director
Carlos Rosas / Molson Coors & Regional Brands Manager
Alexandra Sempere / Molson Coors & Regional Brands Senior
Executive
Christian Anders / Molson Coors Brand Manager
LaDoble
Juan Cordoni / Director
Astrid Limones Chávez / Executive Producer
Cosimo Salvati / Still Photographer
Juan Tapia / Post-Production Coordinators
Juan Fontana / Editor
