el Jimador Celebrates the Day of the Dead

//  10.28.16

The stop-motion animation campaign says #welcomeback to some old friends.

GREY Canada has created a digital campaign to help el Jimador tequila celebrate Day of the Dead – a traditional Mexican holiday which has grown in popularity globally. The multi-day celebration, which starts on November 1st, focuses on family and friend gatherings to remember/celebrate loved ones who have died, and support their spiritual journey to the other side. The campaign, entitled #welcomeback, embraces the camaraderie and inclusivity of the day, welcoming everyone to the party – including the dead.

The work features fun-loving skeletons who aren’t ready to give up the right to celebrate the annual holiday. Working with Bent Image Lab, the team at GREY developed three stop-motion animation videos over several weeks. Each video explores tongue-in-cheek issues skeletons might face in social situations, like not having a wallet to pay for a round at the bar, or whether your ID can still be used if you’re dead. In keeping with the vibrancy of Day of the Dead imagery, the campaign’s assets all relied on a highly detailed and textural stop motion style.

“Tequila continues to expand in global popularity. And with the rising popularity of Day of the Dead celebrations, we recognized an opportunity to play a part in the holiday,” said Darlene Remlinger, President at GREY Toronto. “Given the importance of the artistic symbolism associated with the day, we were thrilled to partner with Bent Image Labs, and the visual craftsmanship they provided to create these stories.”

This campaign is part of GREY’s overall Brown-Forman global tequila portfolio assignment which includes both the el Jimador and Herradura tequila brands. The campaign will be featured on el Jimador’s social channels as well as in paid social and OLV placements. Media planning was handled by MediaVest.

Full credits are at the bottom of this page.

About GREY Canada
GREY Canada is part of the advertising network of Grey Group, which ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “Famously Effective Since 1917,” the agency serves a roster of the world’s best-known brands including P&G, Brown-Forman, Post Foods, GSK, and Volvo as well as leading not-for-profits Special Olympics Canada and Ovarian Cancer Canada. GREY is Canada’s most awarded agency for “famously effective” work including the CASSIES, EFFIES, and D&AD Impact Awards (www.grey.com/canada)

About el Jimador
From Casa Herradura, established in 1870, el Jimador is the #1 selling, 100 percent blue agave tequila in Mexico. el Jimador is the official sponsor of the MLS, U.S. Men’s and Women’s National Teams and the annual U.S. Tour of the Mexican National Team. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. To learn more about el Jimador, visit www.eljimador.com.

Campaign Title: Day of the Dead
Client: el Jimador, (Brown-Forman)

Agency: GREY Canada
Executive Creative Director: Joel Arbez
Executive Creative Director: James Ansley
Art Director: Perle Arteta
Writer: Sara Radovanovich
Vice-President Content & CRM: Karen Lee
Account Director: Laura Rovinescu
Account Executive: Harjot Tatla
Strategy: Lauren Scapillati
Producer: Erica Metcalfe

Production Company: BENT
Director: Rob Shaw
Executive Producer: Anthony Greene
Line Producer: Robert D’Esposito
Director of Photography: Mark Eifert

Editorial: BENT
Executive Producer: Anthony Greene
Editors: Brent Heise, Molly Preston, Ben Mercer

Post Production: BENT
Executive Producer: Anthony Greene
Colourist: Dan Kim
Online: Bent Heise

Music and Sound Design: Grayson Matthews
Executive Producer: Bridget Flynn
Creative Director: Ryan Kondrat and John La Magna