Don Julio Pays Homage to Mexico
Diageo’s Don Julio tequila brand has launched one of the largest global campaigns in its history. The effort kicked off in September with a cinematic anthem ad spot titled “A Love Letter to Mexico,” which celebrates modern Mexico, its people and culture while also introducing a new visual brand identity, according to a media release. The ad appears to be an extension of the brand's “Por Amor” platform, which translates to “for love” in English.
Don Julio called the ad a “magnetic invocation of Mexico's heart and soul and a visceral reimagination of the brand aesthetic and intentions,” per the release. The brand collaborated with Mexican creatives it views as “enigmatic” to create the campaign and pay homage to their country.
“A Love Letter to Mexico” was filmed across a series of locations all in Mexico, from streets and local markets in Mexico City, to the beaches of Tulum, to the historic town of Atotonilco and the home of Don Julio in the highlands of Jalisco.
The campaign is first running in markets including the U.S., Canada and Mexico and will be supported through a mix of marketing efforts, including out-of-home ads, paid media, social, digital, press outreach and events.
Don Julio partnered with creative agency Anomaly New York as well as creative and co-director Leanne Amann to bring the campaign to life.
The final body of work on the campaign’s ad spot was produced by:
- JC Molina, who made his directorial debut with this project.
- Flavia Martinez, a female cinematographer from Mexico City.
- Stylist Nayeli De Alba, who showcases modern Mexican style in her work.
- Thalia Gochez, a Mexican American photographer who captured stills that represent the culture of Mexico for the OOH campaign.
- Anthem music remixed by Lao of Mexico City record label NAAFI & The Elements Music
"What truly sets this campaign apart is the entirely new visual identity that we're unveiling for Tequila Don Julio on a global stage," Guilherme Martins, senior marketing director for global tequila at Diageo and Don Julio brand director, said in the release. "Por Amor is not just an anthem, but an invitation to celebrate the modern spirit of the country that this brand calls home and collaborate directly with its people who live Por Amor."
In addition, Mexican American celebrity photographer and cultural curator Carlos Eric Lopez captured portraits of each collaborator on the film set in Mexico and interviewed everyone during the campaign shoot in an effort to tell their creator stories behind the scenes, per the release.
Don Julio also partnered with Mexican American designer Willy Chavarria, who reimagined Don Julio Gonzalez's (the brand’s founder) iconic hat, representing the brand's iconography and a cultural symbol from Mexico. This and many of his other statement pieces can be seen throughout the Por Amor campaign.
"The brand's explosive growth in the U.S. has been a result of sharing our tequila that was created out of love for craft, and this campaign is setting the stage for our next chapter," Christina Choi, senior vice president of tequila at Diageo North America, added. "We've been a leader in defining luxury tequila and its culture. As we continue to share our love for tequila making with the world, we are once again defining what it means to be at the forefront of the category by partnering with Mexican creatives who demonstrate the same unparalleled drive to live Por Amor."
