The Challenge
The Mexican embassy in Spain carried out an action every year within the Embassy on the occasion of "Day of the Dead". Their decorative altars had already become too obvious and they needed an action that would help them transmit their culture and festivity to more people. They needed to open the doors of the embassy and go out into the streets of Madrid.
The Campaign
Taking iconic elements of Mexican culture, we created a Street Marketing action to bring the "Day of the Dead" to all Madrid residents for three days in November. We created two Mexican characters, two street vendors who would walk through the busiest street in Madrid: Gran Vía. Together with a street food cart -typical of Mexico- they would give sugar skulls to those who met them.
We created a series of digital content to bring the action to the multimedia plane. Projected not only on the embassy's social networks but also on the giant screens of Plaza Callao, we gave our campaign more scope and life. The storytelling, the graphic identity and the development of the action were in charge of our team, giving a fresh and international perspective to such a well-known action.
