null - ESTRELLA JALISCO - Share For Good

Estrella Jalisco, a beer imported from Mexico by Anheuser-Busch InBev, wanted to change what happens when someone searches “Mexicans are…” online. Initially, the search would auto-fill with negative phrases like “lazy” “loud” “animals” and “ugly.” At the culmination, the auto-fill transformed to words like “caring” “great” and “passionate.” To facilitate this transformation, U&U worked with a team of Mexican-American artists to create Facebook pages, Instagram campaigns, and websites that contributed to a viral movement. This influx positively influenced auto-fill results in a truly remarkable way. With U&U, Estrella and DAVID created a campaign video called “Share for Good,” that describes the project in full.