>FILM

BRIEF: 
In Mexico, the word “moreno” is used to refer to individuals of dark skin tones in a negative way. Cerveza Victoria wanted to make Mexicans proud of their skin color again. 

We found the insight and the irony that people constantly travel to the beach to get darker skin tone - and turned that into a positive message where we acknowledged that “morenos” get to be “morenos” all year long, just because.  

Isn't it ironic that what is considered wrong by racists is something they do themselves? 

Award: Gold
ANA LUNA & SEBASTIAN URRUTIA
YOUNG LIONS 2018 - FILM GOLD
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