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Stop Motion el Jimador Tequila Campaign Shines Spotlight on Day of the Dead

Grey Canada teams with production company BENT to celebrate the camaraderie and inclusivity of the Mexican holiday

Stop Motion el Jimador Tequila Campaign Shines Spotlight on Day of the Dead

Grey Canada has created a digital campaign to help el Jimador tequila celebrate Day of the Dead - a traditional Mexican holiday which has grown in popularity globally. The multi-day celebration, which starts on November 1st, focuses on family and friend gatherings to remember/celebrate loved ones who have died, and support their spiritual journey to the other side. The campaign, entitled #welcomeback, embraces the camaraderie and inclusivity of the day, welcoming everyone to the party - including the dead.

The work features fun-loving skeletons who aren’t ready to give up the right to celebrate the annual holiday. Working with Bent Image Lab, the team at GREY developed three stop-motion animation videos over several weeks. Each video explores tongue-in-cheek issues skeletons might face in social situations, like not having a wallet to pay for a round at the bar, or whether your ID can still be used if you’re dead. In keeping with the vibrancy of Day of the Dead imagery, the campaign’s assets all relied on a highly detailed and textural stop motion style. 

 “Tequila continues to expand in global popularity. And with the rising popularity of Day of the Dead celebrations, we recognised an opportunity to play a part in the holiday,” said Darlene Remlinger, President at GREY Toronto. “Given the importance of the artistic symbolism associated with the day, we were thrilled to partner with Bent Image Labs, and the visual craftsmanship they provided to create these stories.”

This campaign is part of GREY’s overall Brown-Forman global tequila portfolio assignment which includes both the el Jimador and Herradura tequila brands. The campaign will be featured on el Jimador’s social channels as well as in paid social and OLV placements. Media planning was handled by MediaVest. 

Creative Agency

Strategist: Lauren Scapillati

Executive Creative Director: Joel Arbez, James Ansley

Creative Agency: GREY Canada

Copywriter: Sara Radovanovich

Art Director: Perle Arteta

Producer: Erica Metcalfe

Account Executive: Harjot Tatla

Account Director: Laura Rovinescu

Music and Sound

Executive Producer: Bridget Flynn

Creative Director: Ryan Kondrat and John La Magna

Music Production: Grayson Matthews


Executive Producer: Anthony Greene

Editor: Brent Heise, Molly Preston, Ben Mercer

Edit Company: BENT

Post Production / VFX

Executive Producer: Anthony Greene

Colourist: Dan Kim

Post Production House: BENT

Online Artist: Bent Heise

Production Company

Line Producer: Robert D'Esposito

Executive Producer: Anthony Greene

DOP: Mark Eifert

Director: Rob Shaw

Production Company: BENT

Category: Alcoholic drinks , Spirits

Genre: Animation