Jose Cuervo - Day of the Dead 'calaverita' campaign

We created a through the line campaign for Jose Cuervo Especial limited edition bottles that brings the fun, joy and traditions of Day of the Dead to life. 

Based around the tradition of the ‘calaverita’, a short satirical rhyming poem written by friends that poke fun at life and love, the colourful campaign perfectly captured the spirit of the Mexican fiesta and mirrored the sociability of drinking Jose Cuervo with loved ones. 

Our concept focused on exploring and leveraging the calaverita in lots of fun and memorable ways to excite and engage – as well as inspire global markets to stretch the idea.   

The campaign included traditional key visuals and OOH media but really took on a life of its own in dynamic animations on social platforms, expressive GIFs, as a calvarita generator that writes ‘personal’ poems for people and fun on and off-trade calaverita activations.