Agency / David the Agency
Client / Anheuser-Busch InBev
Project / Estrella Jalisco: Share For Good
Awards /
/ The One Show / Bronze Pencil / Influencer Marketing
/ Association of National Advertisers Winner / Grand Prix / Hispanic
/ The Webby Awards / Best Use of Social Media
Press / Adweek / Adage / Fast Company
“Estrella Jalisco tricks Facebook’s search algorithm to erase negative sentiment about Mexicans.” - Adage
Estrella Jalisco is a Mexican beer that is trying to make its way into more markets across the USA. With a bitterness rating lower than any other Mexican beer, they decided to focus on this RTB. At a time when Mexicans in America were experiencing an onslaught of racism, Estrella Jalisco brand decided to hack the hatred out of one the biggest search engines in the world. As a brand who was Never Bitter, their goal was to take the bitterness out of Facebook.
Client / Anheuser-Busch InBev
Project / Estrella Jalisco: Día de los Muertos
In Mexico, it’s believed that a path made of marigold petals lead the dead back home on El Dia de los Muertos. So to help families separated by the border, we dropped marigold petals from a plane, in a path from the US to Mexico. We also met with Mexican family and documented their story.
Client / Anheuser-Busch InBev
Project / Estrella Jalisco: World Cup
I worked as the creative and assistant director on this one.