• Language
    • ENGLISH
    • GERMAN
    • SPANISH
    • FRENCH
    • ITALIAN
    • JAPANESE
    • PORTUGUESE
    • CHINESE
    • RUSSIAN

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Visit the Mayan Underworld in Cerveza Victoria's Stunning Short Film

Salomon Ligthelm directs the Day of the Dead campaign with Ogilvy Mexico and MediaMonks

Visit the Mayan Underworld in Cerveza Victoria's Stunning Short Film

Cerveza Victoria takes us to the Mayan underworld – and back – with the release of ‘Xibalba’, a new integrated advertising campaign to invite the world to be part of El Día de los Muertos (Day of the Dead) and celebrate the friends and family who have departed our world. Creative production company MediaMonks collaborated with Ogilvy Mexico and partnered with renowned director Salomon Ligthelm to create the short film. Following last year’s ‘Chingones hasta en la muerte’ campaign that took us to the Mictlan, the Aztec underworld, we now begin a journey to the mythical Mayan Xibalba. With this new integrated campaign, Victoria aims to succeed in igniting Mexican culture by reinterpreting an ancient tradition that many Mexicans, especially from the younger generations, didn’t know about.

"This campaign's main goal is that everyone in Mexico can remember their dead with great pride and love. This year's piece is an offering to all those who have already left us and it is also a gift for the Mexican people from Victoria. Through ‘Xibalba’ we want Mexicans to get to know the origin of the Day of the Dead and to be proud of a tradition that is recognized around the world." said Yune Aranguren, director of regional brands, Cerveza Victoria.

In the film, the story follows Ikal, a man who undertakes a trip into the Xibalba in a visually moving journey that takes him and his family through farewells and reunions, against the backdrop of traditions and perils of the underworld.Xibalba is an integrated campaign that goes far beyond the short film piece and will have a great presence in traditional media, such as TV and outdoors, as well as a strong boost on social media. It will also feature a state-of-the-art website that will provide new interactive digital experiences fully designed by MediaMonks for the Mexican market. The website allows people to create their very own digital ‘altar’ to commemorate the dead.



“Every October we should be reminded that cultures are not costumes – and Xibalba celebrates and inspires the world about the real mythology behind El Día de los Muertos It’s a true honour to be part of this production and to call Mexico my home.” says Wesley ter Haar, founder and chief operating officer, MediaMonks.


Xibalba’s main film piece was directed by Salomon Ligthelm, an acclaimed South African filmmaker who’s award-winning work on film, music videos and TV commercials for global brands has established him as one of the most exciting young talents around the world. The director of photography was nationally-renowned Guillermo Garza.With Xibalba, Victoria gets firmly established as the brand that takes us on a journey that transcends worlds to celebrate one of Mexico’s most important and beloved traditions. The film stands out for its emotional storytelling and stunning photography. The piece was narrated in Spanish and Mayan language and was filmed deep in the jungles of the Yucatan Peninsula, the original cradle of the Mayan civilization.



“In Victoria's quest to highlight Mexico's roots, reinterpret them and bring them to the modern world, we turned to Xibalba. This year we wanted to evolve in this parallel between the real world and the underworld, creating a deeply emotional story, so that people could connect with it and with the brand on this important date.” said Jessica Apellaniz, creative vp, Ogilvy Mexico.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Credits
Anheuser-Busch InBev

Director of Regional Brands, Cerveza Victoria: Yune Aranguren

Communications manager, Cerveza Victoria: Cristobal González

Digital Coord, Cerveza Victoria: Samantha Herrera

MediaMonks

Head of Expansion LatAm: Marcelo Planchart

Creative Services Lead: Regina Cárdenas

Executive Producer: Maarten Sandermaan

Executive Producer: Rodrigo Bonilla

Creative Director: Jorge Marrufo

Art Director: Rafael Aguilar

Film Editor: José Pedraza

Diego Flores, Producer: Diego Flores

Sr. VFX & Post producer: Michelle Hendrickx,

Sound Production Manager: Max Dorsman Lemstra

Ogilvy

CEO Mexico & Miami: Verónica Hernandez

Creative VP: Jessica Apellaniz

Creative Director: José Mario Muñoz

Creative Director: Rodrigo del Oso

Account Supervisor: Nuri Briseño

Account Business Leader: Ma. Pilar Tronconis Ortiz

Category: Short Films and Music Videos , Short films