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Estrella Jalisco Beer Challenges its Community to Live Authentically in New Campaign

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Greenpoint Pictures' campaign introduces a 'Vive Tu Estrella' grant to empower one person to pursue their true life’s passion

Estrella Jalisco Beer Challenges its Community to Live Authentically in New Campaign

Estrella Jalisco, the beer brand with over 100 years of Mexican brewing tradition, is introducing a ‘Vive Tu Estrella’ grant to empower one person to pursue their true life’s passion. The grant is part of Estrella Jalisco's new “Vive Tu Estrella” advertising campaign, which challenges its community to dare to live their lives authentically.

The campaign includes six, 15 and 30 second videos that spotlight the courage of first generation Mexican Americans who dare to ‘live their star’ by being true to who they are in a collection of powerful vignettes – including a baile sonidero with a performer who boldly asserts his own style and an aspiring chef who proudly shows off his skills to his family.

According to a Pew Research study, Hispanics — especially first generation Mexican- Americans — are among the most likely to be employed in the US, with 80 percent holding a job. However, according to the Urban Institute, the average working Hispanic American is more likely than other racial or ethnic groups to hold a low-skilled job, which correlates with lower job satisfaction across the board.

With the ‘Great Resignation’ in full effect — and surveys reporting that over 50% of Hispanic workers are planning to change their career or resign their job this next year — Estrella Jalisco is giving away a $100K grant, worth about twice the average American’s salary. The goal? To supply one person with the peace of mind to truly “live their star.” One person will win the contest, and we hope many will find the inspiration to chase their dreams.

"At Estrella Jalisco, we want to support the bold, the authentic, and the daring within our community. That’s why we're excited to launch our 'Vive Tu Estrella Grant' which is tailored to empower one lucky winner to live out their true passion and career goals,” says Kelsey Willis, brand director of Estrella Jalisco at Anheuser-Busch.

To provide the winner of the ‘Vive Tu Estrella’ grant with the tools necessary to pursue their true calling in life, Estrella Jalisco is partnering with The Hispanic Alliance for Career Enhancement (HACE), a national nonprofit dedicated to the employment, development, and advancement of current and aspiring Latino professionals.

“We’re thrilled to take part in Estrella Jalisco’s ‘Vive Tu Estrella’ grant, as we celebrate our 40th Anniversary. Our mission has always been to propel the advancement of current and aspiring Latino professionals, so we love the idea of empowering someone with the means to chase their true passion and career goals like leadership coaching,” explains Kimberly Gutierrez, director of leadership programs at The Hispanic Alliance for Career Enhancement.

“Projects like this are what fuels us,” says tomboy, directors of the campaign. “To direct a campaign for a brand with an ingrained legacy, that highlights a strong and passionate community and promotes an empowering cause is the ideal. We are so happy to have brought this story to life with Estrella Jalisco and Pereira O’Dell.”

Estrella Jalisco invites people who dare to live their star to apply for the ‘Vive Tu Estrella’ grant. Tell us in one sentence what dream you would pursue in a heartbeat using hashtag #ViveTuEstrella for a chance to win $100k to pursue your passion. Submissions will be accepted from March 3rd, 2022 through March 18th, 2022.

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Greenpoint Pictures

Director: tomboy

DP: Marcell Rev

Owner: Michael Kuhn

Creative Director: Niles Roth

EP: Tatiana Rudzinski

EP: Trevor King

Head of Production: Karen Berkowitz

Producer: Jack Winter

Associate Producer: Lexy Leeds

Pereira O’Dell

Chief Creative Chairman: PJ Pereira

President, East: Mona Gonzalez

Executive Creative Director: Nick Sonderup

Creative Director: Felipe Ferreira

Senior Art Director: Curtis Caja

Senior Copywriter: Tan Erginay

Director of Production: Veronica Beach

Executive Producer: Darbi Fretwell

Producer: Brenda Osorno

Director of Brand Management: Erin Shanahan

Brand Supervisor: Erica Black

Estrella Jalisco

VP, Premium & Super Premium US: Peter Van Overstraeten

Head of Mexican Imports: Jayden Kahl

Brand Director, Estrella Jalisco: Kelsey Willis

Brand Manager, Estrella Jalisco: Roxanne Padilla

Senior Strategist, draftLine: Gustavo Malagon

Director, Strategy & Insights, Premium & Super Premium US: Caitlin Harley

Strategy & Insights, Premium & Super Premium US: Lauren Coburn

Genres: People

Categories: Beers, Alcoholic Beverages

Greenpoint Pictures, Tue, 15 Mar 2022 09:26:25 GMT