Wake Up Temacans

Wake up Temacans. If you don’t act now your great-grandparents are going to rise from the dead and pull your feet at night.”

So says Alfonso, a man in his 70s who was born in Temacapulín, a tiny village in the highlands of Jalisco, Mexico. Lovingly called Temaca by its residents, the village is sheltered by a remarkable system of hills and ravines, which protect it from the region’s harsh weather. The yearly episodes of frost and hail that devastate neighboring harvests leave Temacan crops untouched. The locals say this is because of the good grace of the Virgin of the Remedies, their town patron, and the Cristo de la Peñita, a local rock formation that resembles Christ on the cross. Religion is at the center of peoples’ lives. Faith keeps them going above all else.

To the outside world the Temacan way of life may seem underdeveloped. The village doesn’t have paved roads, a supermarket, a movie theater, a drug store, a gas station or even cell phone reception. But Temacans do have spacious homes, patches of land to grow their own vegetables and corn, a school, a sporting field, a 250-year-old basilica and perhaps the cleanest tree-lined cobblestone streets in Mexico. The Rio Verde borders the town, providing families with an idyllic place to swim and fish.

This proximity to the river has made the utopian village a target.

If the National Water Commission (NWC) and the federal and state governments have their way, Temaca will no longer exist in 2013. It will be flooded, creating a reservoir to transfer water to the neighboring state of Guanajuato. The reservoir has been in the works for years, but it was only revealed in 2007 that three towns would be flooded: Acasico, Palamarejo and Temaca. The government initially told the residents that if the majority of them agreed to it, they would be relocated and compensated for their homes and property. When the townspeople said no, the government’s tone changed. They said that if the people did not go willingly, their land and homes would be expropriated and they would receive nothing. In Acasico and Palmarejo, fear turned into submission and most people agreed to leave. Temaca, however, is a different story.

The town’s opposition to the reservoir first became visible on its walls. A couple of years ago graffiti was foreign to Temaca, but suddenly the phrase, “no a la presa,” (no to the dam) appeared on every street corner and lamppost. Soon complicated signs were designed, printed and posted on every surface. Religious images appeared alongside with defiant messages, reflecting the Temacans’ strong belief that a higher power accompanies their fight.

We feel a grief so deep it is like constantly mourning a loved one,” says Isaura, one of the town matriarchs. She is 90 years old and doesn’t like to drive, but she got in her truck and went to eight neighboring towns to ask their mayors to sign a petition in opposition to the reservoir. She was successful in every instance. Isaura also filed the first successful appeal against the reservoir on the grounds of unconstitutionality. While her win is no guarantee, it will delay the building process. Attorneys working pro bono on the case plan to file 500 appeals, one for each Temacan.

The Temacans’ concern goes far beyond their individual homes; they see a heritage that needs to be preserved. The idea of flooding their basilica and their revered Christon the rock is nothing short of sacrilege. They are trying to get both declared National Cultural Heritage sites, which would offer them some legal protection. Archeologists have also found vestiges of human settlements in Temaca dating back to the 6th century and the villagers are trying to get support from universities to stop the loss of valuable historic artifacts.

Women are at the forefront of the fight. They spend the night before each protest preparing meals to share the next day. Every time government prospectors come to town to measure homes and calculate their value, a group of widows quietly lets the air out of their tires and writes “go away” on their windshields. Martha, a young mother of three, has simple reasons for wanting to save her town, “If I’m here in Temaca and I have no money, I can go to the store and get a kilo of tortillas on credit and my children will be fed. If I have to move to the city and go through difficult times, nobody will help me out.” She understands that by flooding their town the government will not only be taking away their property but their community and safety net – things that take generations to build and may prove irrevocable.

Reservoirs and dams are the largest public works projects in Mexico. What is really at stake for the government is not the lives of over one thousand people but access to the 800 million dollars allocated for the construction of the reservoir that would flood Temaca.

Far from resigning themselves to a devastating fate, Temacans continue to believe in their village and they show it by investing in the upkeep of their homes, opening new businesses and trying to attract tourists and weekend residents. The more threats they receive, the more encouraged they feel. The town with no internet access now has two websites to inform people of their impending annihilation. Young Temacan men who had been living in bigger cities for many years have come back to the town to join their families in the struggle. One of them, Gabriel, comfortingly tells his mother, “Don’t forget we have a plan Z. We will build a dike around the town if we have to.” Faith, hope and this unbreakable spirit just might save Temacans from the water.

  

Monica Lopez is the Editor-in-Chief of Mexico Design magazine.

  

Hot Wheels: Forma 1

Hot Wheels: Forma 1

Advertising Agency: Ogilvy, Mexico
Executive Creative Director: Miguel Angel Ruiz
Creative Directors: Rafael Martínez, Luis Elizalde, Sandra Flores
Copywriter: Armando Castelán
Art Directors: Iván Carrasco, Alejandro Beltrán, Luis Mata
Photographer: José Ramón Cagigas
Illustrator: Luis Mata
Account Supervisor: Paola Mayoral
Advertiser’s Supervisor: Roberto Guzmán

Hot Wheels: Mustang

Hot Wheels: Mustang

Advertising Agency: Ogilvy, Mexico
Executive Creative Director: Miguel Angel Ruiz
Creative Directors: Rafael Martínez, Luis Elizalde, Sandra Flores
Copywriter: Armando Castelán
Art Directors: Iván Carrasco, Alejandro Beltrán, Luis Mata
Photographer: José Ramón Cagigas
Illustrator: Luis Mata
Account Supervisor: Paola Mayoral
Advertiser’s Supervisor: Roberto Guzmán

Hot Wheels: Ferrari

Hot Wheels: Ferrari

Advertising Agency: Ogilvy, Mexico
Executive Creative Director: Miguel Angel Ruiz
Creative Directors: Rafael Martínez, Luis Elizalde, Sandra Flores
Copywriter: Armando Castelán
Art Directors: Iván Carrasco, Alejandro Beltrán, Luis Mata
Photographer: José Ramón Cagigas
Illustrator: Luis Mata
Account Supervisor: Paola Mayoral
Advertiser’s Supervisor: Roberto Guzmán

Aspirin: Find relief

Aspirin: Find relief

Advertising Agency: BBDO Mexico
Executive Creative Director: Hector Fernandez
Creative Directors: Antonio Cosio, Sindo Ingelmo
Art Directors: Barbara Hernandez, Edgar Rios, Sindo Ingelmo
Illustrator: Edgar Rios
Copywriters: Cesar Torres, Hector Fernandez

Cevalin: City

Cevalin: City

Advertising Agency: BBDO Mexico
Executive Creative Director: Hector Fernandez
Creative Directors: Antonio Cosio, Sindo Ingelmo
Art Directors: Edgar Rios, Cesar Torres, Sindo Ingelmo
Copywriters: Cesar Torres, Antonio Cosio

Cevalin: Country

Cevalin: Country

Advertising Agency: BBDO Mexico
Executive Creative Director: Hector Fernandez
Creative Directors: Antonio Cosio, Sindo Ingelmo
Art Directors: Edgar Rios, Cesar Torres, Sindo Ingelmo
Copywriters: Cesar Torres, Antonio Cosio

Jeep: Mayas

Jeep: Mayas

Advertising Agency: BBDO México
Executive Creative Director: Héctor Fernández
Creative Directors: Rubén Rocha, Agustín Esteban
Art Director: Román Santana
Copywriter: Raúl Pineda / Daniel González Milán

Jeep: Traffic light

Jeep: Traffic light

Advertising Agency: BBDO México
Executive Creative Director: Héctor Fernández
Creative Directors: Rubén Rocha, Agustín Esteban
Art Directors: Agustín Esteban, Antonio Cué
Copywriters: Omar Sanchez, Diego Gonzalez

Dormimundo: Transformer

Dormimundo: Transformer

Advertising Agency: DDB, Mexico
Executive Creative Directors: Yosu Arangüena, Martín Campo
Creative Director: Eugenio Arangüena
Art Directors: Oscar Cuevas, Saúl Cruz, Francisco Concha
Copywriters: Arlos Carbajal, Manuel Hernández
Illustrator: Francisco Concha
Published: March 2008

Ford Expedition: Tricycle

Ford Expedition: Tricycle

Ford Expedition with rearview camera.

Advertising Agency: JWT Mexico
Creative Directors: Manuel Techera, Ignacio Zuccarino, Esteban Sacco, Enrique Codesido
Art Directors: Manuel Techera, Esteban Sacco
Copywriters: Ignacio Zuccarino, Enrique Codesido
Photographer: Yann Le Pape
Production house: Breathe
Producer: Lourdes Milano
Account Director: Ademir Márquez
Agency producers: Gilberto Amezquita, Mayra Brito
Client responsible: Juan Antonio Garcia
Published: March 2008

Ford Expedition: Tortoise

Ford Expedition: Tortoise

Ford Expedition with rearview camera.

Advertising Agency: JWT Mexico
Creative Directors: Manuel Techera, Ignacio Zuccarino, Esteban Sacco, Enrique Codesido
Art Directors: Manuel Techera, Esteban Sacco
Copywriters: Ignacio Zuccarino, Enrique Codesido
Photographer: Yann Le Pape
Production house: Breathe
Producer: Lourdes Milano
Account Director: Ademir Márquez
Agency producers: Gilberto Amezquita, Mayra Brito
Client responsible: Juan Antonio Garcia
Published: March 2008

Ford Expedition: Kitten

Ford Expedition: Kitten

Ford Expedition with rearview camera.

Advertising Agency: JWT Mexico
Creative Directors: Manuel Techera, Ignacio Zuccarino, Esteban Sacco, Enrique Codesido
Art Directors: Manuel Techera, Esteban Sacco
Copywriters: Ignacio Zuccarino, Enrique Codesido
Photographer: Yann Le Pape
Production house: Breathe
Producer: Lourdes Milano
Account Director: Ademir Márquez
Agency producers: Gilberto Amezquita, Mayra Brito
Client responsible: Juan Antonio Garcia
Published: March 2008

An Absolut Mistake by Vodka Distillers

Absolut Vodka Ad in Mexico 

One thing you have to consider in the world of advertising and promotions today, you better be open to the consumer acceptance and reaction of the ads you are going to release. This involved consideration towards the areas of cultural, legal, political and social factors which are normally considered in doing business.

 

Apparently, releasing an ad is one thing but to be forced to pull it out due to bad corporate image and controversies will entirely hurt the brand image. Apparently, this is the issue that hit the company distillers of Sweden’s Absolut Vodka when they released a controversial ad that drew the ire of many Americans who caught up with the ad shown in Mexico.

 

The billboard ad has the slogan “In an Absolut World” slapped over a pre-1848 map showing California, Arizona and other U.S. states as Mexican territory. Those states were carved out of what had been Mexican lands until that year. 

Although it was not shown in the United States, U.S. media outlets picked up on the ad, and after a barrage of complaints, Absolut’s maker said on Sunday the ad campaign would cease.

(Source) Yahoo News