7 months ago
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.
Director of Regional Brands, Cerveza Victoria: Yune Aranguren
Communications manager, Cerveza Victoria: Cristobal González
Digital Coord, Cerveza Victoria: Samantha Herrera
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
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
Categories: Short films, Short Films and Music VideosMediaMonks, 7 months ago