TitleVictoria Cempasúchil: The Taste Of Reunion
BriefVictoria beer created Cempasuchil: The taste of reunion, the first TV ad made with real comments that Mexicans wrote to their departed loved ones on social networks, those comments served as inspiration to develop our content, giving voice for the first time to our consumers.The cempasúchil flower became the icon that connected all creative actions, being a symbolic bridge that guides the deceased to the world of the living, made possible the reunion and close the line between living and dead for Mexicans to connect with their loved ones for one last night and celebrate in an innovative way one of the most important traditions for them.
Campaign The Taste of Reunion
Advertiser Cerveceria Modelo
Brand Victoria

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Television & Cinema
Regional Chief Creative Officer J....ca Ap.....iz Subscribers Only
Chief Creative Officer D...o Ro.....uez Subscribers Only
Global Chief Creative Officer ..z T...or Subscribers Only
Deputy Chief Creative Officer ..e Sc.....tta Subscribers Only
Creative Director K...n M...ia Subscribers Only
Creative Director J...er M..o Subscribers Only
Content Creative Director B...m Ro.....uez Subscribers Only
Copywriter J...ome Go....lez Subscribers Only
Copywriter �...el I...ñez Subscribers Only
Art Director I...el M..a Subscribers Only
Art Director Jo....an Ap....io Subscribers Only

About Ogilvy Mexico

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Latest News

Heineken appoints Ogilvy Mexico as its new creative agency


As part of a global strategic pitch, Heineken selected Ogilvy México as its new lead creative agency for its brands Indio, Bohemia, Sol, and Sol Mezclas.

Verónica Hernández, CEO of Ogilvy Mexico & Miami said: “We are very excited about working as partners. This will allow us to show our creative capability, as well as the great talent and potential that exists in Ogilvy", and added "We will develop innovative ideas, effective strategies and proposals that will generate a positive impact on the business"

Dario Tarulla, CMO of Heineken México added “With this strategic change we seek to continue strengthening the cultural relevance of such iconic brands, working with a partner that has undoubtedly become a creative leader in Mexico."

“We are proud to welcome Heineken Mexico and start building what will be a great relationship. We both believe that creativity is key for strategy and business development. We take on the challenge to manage four major brands from the Heineken Mexico portfolio, each one with different characteristics but, above all, with strong cultural roots” explained Julián Torres, Chief Growth Officer, of Ogilvy México.

Rafael Reina, Chief Creative Officer of Ogilvy Mexico & Miami commented: "It is a unique opportunity in the industry. We will seek to make brands grow by creating ideas that mobilize, transform, and accelerate business. A legacy that we want to build together with the best talent and potential of Ogilvy and Heineken Mexico"

Heineken is the second largest brewery in the world with an extensive portfolio of more than 250 brands, in 70 countries. It has been present for 128 years in Mexico.

This partnership between the Heineken Mexico and Ogilvy represents a key merger to achieve strategic and creative challenges that reach a milestone in the industry. 

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