Ogilvy North America
Tue, 09 May 2023 08:59:37 GMT
While immigrants come to the United States every day in search of a better life, their journey can be harrowing, and they often face uncertainty and a lost sense of belonging after arriving. Victoria Beer has proudly been brewed in Mexico since 1865 - making it the oldest Mexican lager beer - and through its new campaign, Victoria strives to ensure all Mexicans in the US know that their 'victoria' (Spanish for victory) is within reach. The platform 'Tu Victoria Está Aquí' ('Your Victory is Here') welcomes and embraces this growing demographic, honouring their origins while championing their journey to success in the United States.
Ryan Anderson, senior director of brand marketing at Victoria, said, “The story of Victoria is the story of every Mexican who has come to the US in search of opportunity not only for themselves, but for the generations that follow. Our new platform is created for those who fight to preserve their Mexican traditions, while building new ones in America, seamlessly navigating both worlds with cultural fluidity. Victoria is empowering Mexican-Americans to embrace their roots and not just exist here - but thrive here as well.”
Isaac Pagan, executive creative director at Ogilvy Chicago, said, “This was not just another campaign for many of us who worked on it – it was deeply personal. We put together a bespoke, borderless team across our Chicago, Miami, Los Angeles, and DC offices with Hispanic, Mexican, and Mexican American creatives and strategists at its heart. We wanted to ensure that the work was rooted in our authentic experiences, and as a result, our personal stories are woven into the campaign. Our deep knowledge and passion for our culture are what makes the campaign so meaningful for each of us. We are thrilled to have Faride Schroeder, a young female Mexican filmmaker, as our director for this campaign. Known for producing feature films and long-form narrative pieces, her storytelling experience helped elevate the incredibly rich stories of Mexicans who are staying true to their cultures while thriving in the US.”
The campaign comprises a long-form film and two 15-second Spanish-language spots along with a series of additional assets running across digital and social channels.
Genres: Storytelling, People
Categories: Alcoholic Beverages, BeersOgilvy North America, Tue, 09 May 2023 08:59:37 GMT