Boys and Girls' New Campaign for Jose Cuervo Asks You to 'Bare Your Soul' This Day of the Dead

Dublin creative agency Boys and Girls launched its new campaign for iconic tequila brand, Jose Cuervo for Ireland, Europe, Middle East, Africa and Asian markets.And where better to begin than with the celebrations for Día de los Muertes (Day of the Dead October 31st – November 2nd)?  It’s the quintessential Mexican holiday with a 200 year old heritage. During these days, it is believed the dead return to earth, to party side-by-side with the living as they celebrate life, embrace the day, and truly bare their souls.

Tasked with making Jose Cuervo, Mexico’s most famous tequila, inextricably linked with this distinctive holiday, the agency developed the “Bare Your Soul” campaign platform that communicates how The Day of the Dead is about celebrating your singularity, releasing yourself from your mortal coils and baring your individuality for all to see.The work comprises striking imagery, specially created events in Dublin and throughout Europe, design and production of a “ToolKit” which provides international markets with materials and guidelines for brand activity in addition to bespoke Snapchat lenses with a Day of the Dead filter

Campaign imagery – working in collaboration with internationally renowned photographer, Dirk Rees and casting dancers as models, the agency depicted different individuals revealing their souls through expression and movement. The resulting photographs were blended into one image with striking graphic elements ensuring the visual is very eye-catching. (See Editors Notes for more)

Design and production of a “Toolkit” with key visuals plus campaign assets with everything from outdoor to shelf-wobblers.

Specially designed Snapchat lens with eye-catching Day of the Dead filters.

These are now live in markets such as Australia, Spain and Germany to mark the occasion but may also be accessed worldwide through an exclusive lens published through secret parties, outdoor, social channels +POS.

Boys and Girls commissioned and produced 2 Jose Cuervo sugar skulls which would be used to demonstrate how Jose Cuervo would like Day of the Dead to be brought to life through experiential events. The first installation was in Berlin and took place in early November. Here in Ireland, Jose Cuervo was title sponsor for the Day of the Dead festival.          

On Thursday, November 2nd, Boys and Girls designed, managed and hosted a Day of the Dead Secret Party in Dublin. This Mexican Street style party  combined all the best elements of the Day of the Dead and had the Jose Cuervo sugar skull at the very heart of it. However, it was presented in a very different way at this event where it was dressed using fresh DOTD coloured flowers, demonstrating the versatility of the skull.

Rory Hamilton, executive creative director and partner, Boys and Girls, said: “We’re delighted to be working with a brand that’s got such a distinctive heritage. The “Day of the Dead” activity is a great opportunity for us to flex our creative muscles across so many platforms, translating the sentiment and drama of this festive occasion into continental markets and making Jose Cuervo the chosen drink of celebration.”

Full Credits

Client: Bronagh Hunt/Grace Conway 

Executive Creative Director: Rory Hamilton 

Senior Strategic Planner: Chloe Murphy/Patrick Meade

Senior Account Director: Caroline Keogh

Creative Director: Laurence O'Byrne 

Account Managers: Andrea Dalton Doran and David Carter

Art Director: Mikey Fleming 

Copywriter: Sam Moorhead 

Agency Producer: Keeva Bolger 

Head of Digital: Shane Casey

Digital Strategic Planner: Aoife Murphy 

Head of Activations: Dan Henson 

Senior Activations Director: Karleen Smyth 

Digital developer: Leo Costa 

Studio/Finished Art: Maxi McDonnell 

Photographer: Dirk Rees, Process Photograpghy 

Retoucher: Happy Finish 

Illustrators: I love dust, UK